Attitude of Younger Consumers Towards Advertising: A Study on University Female Students

Abstract

Advertising - the frequently used and effective marketing tool - receives an undue amount of criticism from most of the sectors. This article is an endeavor to depict the influence of advertising from dual angle. One is social perspective and the other is economic perspective. The analysis is based on the survey of 52 female students are in the age of 20 to 25 years of BBA program of International Islamic University Chittagong which were drawn from 438 population. While still respecting advertising as a selling tool, businessmen of ours are increasingly uneasy about other aspects, such as its truthfulness and social impact. So students have mixed attitudes towards advertising. This is a principal finding of a survey recently conducted on 52 students. Vlews on advertising's power, responsibilities and ethics are also presented in this article. The article concludes providing some suggestions to the civil people or concerned quarters as well as govt. to curb some sort of distortion and exaggeration in advertisement to make the advertising 'worthwhile, meaningful and informative.