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اتجاهات طلاب الجامعات السعودية نحو الاعلانات التجارية في الصحف الجامعية

The problem of the research is identified in, the aim to determine attitudes of undergraduate students in Saudi Universities towards publication of commercial advertisements in the university newspapers, and the extend to they follow, and motives of reading it, the level of effect on their behaviors of buying, and their opinion towards suitability of services and products published in these newspapers. The sample used in the study was (808) of undergraduate students equally divided into two parts in King Saud University and the Islamic University of Imam Muhammad Bin Saud In Riyadh. They represented some majors; (16) students for every major in both of the universities. They all had finished at least four years of study in the university. The results of the study show that there is a relative level of relationship between students and the common newspapers represented in the two rates of daily readings. 63% of the sample saw that there is an importance for publication in the university newspapers. The ads of computers occupied the first rank, followed by stationery tools, centers of computer training and languages, recruitment and jobs, and services for university students. Students expressed their attitudes supporting the principle of publication of ads in the university newspapers There were also negative attitudes towards them. The publication effects on the students behaviors after reading the ads in the newspapers can be classified in two types: the first type is mental, represented in thinking of the contents of the ads and comparing the qualities of products each other, and planning for the future which motive them reply them it after reading. The second type is represented in the executive behaviors like talking about the material and going to buy of even to have a look at them. The researcher considered these effects a kind of success for the universities newspapers they attracted students to their ads, engaged them with the ads, and invested the positive attitudes of a large sector towards them.
 

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