The advertising market in Bangladesh is relatively small compared to those of other Asian countries, but is catching up fast. Bangladesh’s advertising market can be resembled as a tiger cub in comparison to China, India and Indonesia. Opportunities have been observed in advertising sector which will boost up its growth as more battle have seen in recent times between the global vs. local brands.
Currently a great number of advertisement companies are operating in the country, but typically the top companies control the 65 per cent of the Tk. 1,000 crore advertisement market. Much of these established companies have concerted their preferred target market in the age group between 18-24 due to various reasons but mainly due to their flexible buying behavior. In extension companies make advertisements using the attitudes and beliefs of the targeted audiences so the consumers can be influenced in more effective and efficient manner, thus objective can be obtained successfully.
Purpose of our research is placed in a simple fashion so the overall study can be well comprehensible. Our prime purpose was to find the Bangladeshi private university students’ attitudes and beliefs towards advertising and to discover the thoughts and observations influencing the judgment of the students who are extensively in the age group of 18 to 24. We also tried to explore the nature of the responses whether they are taking the advertisement messages in a positive or negative means and can comprehend the subliminal message of the advertisement. Moreover, we want to find out the students perceptions relating advertisement with social, economical and attitudinal development. And in what context people buy products under the influence of the advertisements.
Perceptions towards advertising
In theory ‘advertising is the arrangement of techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way’ (Online Encyclopedia).The most frequently used definition of attitudes is written by ALLport (1935), who defines “attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way”. Huges (1971) gives a similar definition of attitudes as an” individual’s favorable or unfavorable inclination toward an attribute of an object”. Because attitudes are obviously learned and built up through experience, it suggests that new ones, much advertising attempts to do this, can modify them.
A person’s attitudes towards advertising in general are affected by family, peer group, personality traits, previous information and experience (Bennenn and Kassarjian, 1972; Fishbein, 1975; Lutz 1991 ; Assael, 1995; Wells et al., 1998). Attitudes are, therefore, important to advertisers because they can be used to predict behavior and influence how consumers evaluate and choose advertising, products and purchase intention. Considerable research indicated that the attitude towards the advertisement (ad) has been provided as a significance influence on advertising effectiveness, brand attitudes, and purchase intentions (Mitchell and Olson, 1981; MacKenzie et al., 1986 ; MacKenzie and Lutz, 1989). Advertising scholars showed their interest in the attitudes towards advertising in general (AG) as one of five important determinants of attitude towards the advertisement (Lutz, 1985). Lutz (1985, p. 53) defines the AG construct as “a learned predisposition to respond in a consistently favorable or unfavorable manner to advertising in general”.
Numerous studies have examined attitude towards advertising; and most of them have relied upon Bauer and Greyser’s (1968) construct of two-dimensional measure of perceived social and economic effects of attitudes towards advertising in general. Few studies have related to attitude towards advertising in...