UNIVERSITY STUDENTS’ ATTITUDES TOWARDS ADVERTISING: A STUDY OF DHAKA CITY OF BANGLADESH

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