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Razumijevanje stavova studentica prema televizijskom oglašavanju u Pakistanu

By Jamshed Khattak and Aslam Khan

Abstract

Purpose: This study examined the consequences and impact that television advertising has upon the general attitude of female college students towards television advertising in Pakistan. The data was collected from randomly selected 299 female college students. Methods: The respondents from five metropolitan cities like Peshawar, Islamabad,Rawalpindi, Quetta and Karachi were asked to answer a self-administered questionnaire. Descriptive, t-statistics, correlation and regression statistical tools were used to analyse data. Results: The results of the study reveal that these students have negative judgment about the ethical and social consequences of television advertising. However, they have positive judgment about the economic impact of television advertising. The students demand more regulation to control the television advertising. The results indicated that there is a significant positive general attitude of female college students towards the television advertising in Pakistan. The study predicted a positive relationship between the consequences/impact and general attitude of female college students towards the television advertising. Recommendation: The study recommends that marketers and the regulatory bodies have the responsibility to pay proper attention to the rising ethical, social and regulatory concerns of the female college students’ about the television advertising. Moreover the study provides a useful benchmark for future research studies.Svrha: Istraživanje se bavi posljedicama i utjecaju koje televizijsko oglašavanje ima na opće stavove studentica prema televizijskom oglašavanju u Pakistanu. Podatci su prikupljeni na temelju slučajnog uzorka od 299 studentica.Metode: Ispitanice iz pet velikih gradova poput Peshawara, Islamabada, Rawalpindija, Quette i Karachija su odgovorile na upitnik. Za analizu podataka korišteni su statistički postupci, poput deskriptivne statistike, T-statistike, korelacija i regresije. Rezultati: Rezultati istraživanja pokazuju da studentice imaju negativne stavove o etičkim i socijalnim posljedicama televizijskog oglašavanja. S druge strane, imaju pozitivne stavove o ekonomskim učincima televizijskog oglašavanja. Studentice zahtjevaju više zakonske regulative koja bi kontrolirala televizijsko oglašavanje. Rezultati upućuju na to da postoji značajan pozitivan opći stav prema televizijskom oglašavanju u Pakistanu. Studija je predvidjela pozitivnu korelaciju između posljedica/ učinaka i općeg stava studentica prema televizijskom oglašavanju. Preporuke: Preporuke studije za oglašivače i zakonodavce odnose se na preuzimanje veće odgovornosti u rastućim etičkim, socijalnim i regulatornim pitanjima s kojima se susreću studentice u pogledu televizijskog oglašavanja. Osim toga, studija može biti korisno polazište za buduća istraživanja i komparacije

Topics: attitudes; television advertising; female students; Pakistan, stavovi; televizijsko oglašavanje; studentice; Pakistan
Publisher: Political Science Research Centre
Year: 2009
OAI identifier: oai:hrcak.srce.hr:48136

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