Physical pleasure is the kind of pleasure we experience with our senses; the pleasure we derive from eating chocolate or getting a massage. Attitudinal pleasure, on the other hand, is the positive attitude of enjoyment. For hedonist, the key to the good life is attitudinal pleasure; happiness derives from enjoyment rather than physical pleasure. I think hedonist make this distinction because physical pleasure is only valuable if it generate a benefit for you; for example, if you don't like apples, then there's nothing valuable about eating them. This is different from happiness, which is worth pursuing for its own sake.