Attitude of Younger Consumers Towards Advertising: A Study on University Female Students
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Date
2014-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
CRP, International Islamic University Chittagong
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.
Description
Business Review Vol-3, Article 05, June 2014 (Page-85-92)
Keywords
Advertisement, Female Students, Students, Attitudes