Understanding Female College Students’ Mind-set towards Television Advertising in Pakistan

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 benchmarkfor future research studies.