Abstract:
This research investigates 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 asked
to answer a self-administered questionnaire consisting of 20 statements about
advertising. R-mode factor analysis, frequency distribution were used to analyze data.
The results 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 demand more regulations
to control the advertising. The study recommends that advertisers should design factoriented,
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 provides a useful benchmark for future research studies
