University Students¡¯ Attitudes towards Advertising: A Study of Dhaka City of Bangladesh

Md. Ashiqur Rahman

International Journal of Marketing Studies, 2016, vol. 8, issue 4, 146-154

Abstract: This research examines the attitudes of university students of Dhaka city towards advertising. The data were collected from randomly selected 200 students from both private and public universities in Dhaka city. The respondents were solicited to answer a self-administered questionnaire consisting of 20 statements about advertising. R-mode factor analysis, frequency distribution were used to explore data. The consequences of the study reveal that students have positive judgment about the economic impact of advertising. However, they have negative judgment about the ethical and social consequences of advertising. The students stipulate more regulations to control the advertising. The study recommends that advertisers should design factor-oriented, entertainment, excitement based advertising which may contain some sorts of emotional messages keeping in mind the traditions of Bangladesh. The advertising agencies should create successful advertising messages to reach the customers. Moreover, the study makes available a useful benchmark for future research studies.

Keywords: advertising; university students; attitude; Dhaka city; media; viewers; regulation; creativity (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.ccsenet.org/journal/index.php/ijms/article/view/60946/33299 (application/pdf)
http://www.ccsenet.org/journal/index.php/ijms/article/view/60946 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:146-154

Access Statistics for this article

More articles in International Journal of Marketing Studies from Canadian Center of Science and Education Contact information at EDIRC.
Bibliographic data for series maintained by Canadian Center of Science and Education ().