The Appropriate Medium of Advertisement for the Mobile Service Providers of Bangladesh to Reach the Young Generation

This paper presents the results of a study using the available medium of advertisement for the existing mobile service providers of Bangladesh to examine the relationship between the used medium and young customers’ satisfaction about the advertisements of the mobile service providers of Bangladesh. Using a survey of a sample of 290 young respondents, the study confirms that the usages of appropriate mediums are positively related to reach the young generation. The study also examine that among the available seven mediums existing service providers are using almost all of them to attract young customers. Though the young customers are quite happy with the medium, they are not happy with the existing pattern of advertisement. They are also demanding the advertisement having humor appeal but the existing pattern is giving them the rational and emotional appeal. The data gathered from the survey was analyzed using different statistical techniques namely frequency distribution, cross tabulation, multiple regression analysis etc. Finally, this analysis focuses on three mediums: television, radio and sponsorship which has significant impact on the customers’ and these three mediums are the best mediums of advertisement to reach and attract the young generation for the mobile service providers of Bangladesh.