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

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  • Md. Ashiqur Rahman

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.

Suggested Citation

  • Md. Ashiqur Rahman, 2016. "University Students¡¯ Attitudes towards Advertising: A Study of Dhaka City of Bangladesh," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(4), pages 146-154, August.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:4:p:146-154
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    References listed on IDEAS

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    1. Ronald D Anderson & Jack L Engledow & Helmut Becker, 1978. "Advertising Attitudes in Germany and the U.S.: An Analysis over Age and Time," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 9(3), pages 27-38, September.
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      Keywords

      advertising; university students; attitude; Dhaka city; media; viewers; regulation; creativity;
      All these keywords.

      JEL classification:

      • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
      • Z0 - Other Special Topics - - General

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