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Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts

Author

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  • Isabel Palomo-Domínguez

    (Department of Creative Communication, Faculty of Creative Industries, Vilnius Gediminas Technical University, Trakų str. 1, 01141 Vilnius, Lithuania)

  • Vaida Zemlickienė

    (Department of Creative Communication, Faculty of Creative Industries, Vilnius Gediminas Technical University, Trakų str. 1, 01141 Vilnius, Lithuania)

Abstract

The advertising industry is also responsible for promoting a sustainable future for our planet. Besides launching messages of environmental respect, it is essential to choose and use advertising tools that will leave the lightest footprint in the environment. While environmental issues are indeed relevant, in any way, the need remains to spread the word about the products/services and make rational decisions that will maximize the reach of potential consumers. In other words, support measures are needed to reach the target market more effectively. Based on the above considerations, the article presents the research results of evaluating the expediency of eco-friendly advertising formats to different generational cohorts in the Spanish media scene. The MCDM method defined the structure of the research and was used to summarize the results of the expert study. This method’s choice is based on motive related to the purpose of the evaluation and the applicability of the research results in practice. Research results are helpful guidelines for decision-makers of advertising agencies or their clients in the campaign planning process. They show that generational differences are a determining factor for reaching the target market.

Suggested Citation

  • Isabel Palomo-Domínguez & Vaida Zemlickienė, 2022. "Evaluation Expediency of Eco-Friendly Advertising Formats for Different Generation Based on Spanish Advertising Experts," Sustainability, MDPI, vol. 14(3), pages 1-21, January.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:3:p:1090-:d:727517
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    References listed on IDEAS

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    1. María Arrazola & José de Hevia & Pedro Reinares, 2016. "Which New Forms of Television Advertising Are Most Strongly Recalled? A Quantitative Analysis," Journal of Media Economics, Taylor & Francis Journals, vol. 29(4), pages 153-166, October.
    2. Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
    3. Sanghita Basu & Mousumi Roy & Parimal Pal, 2019. "Corporate greening in a large developing economy: pollution prevention strategies," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 21(4), pages 1603-1633, August.
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    Cited by:

    1. Vaida Zemlickienė & Zenonas Turskis, 2022. "Determination of Importance of Key Decision Points in the Technology Commercialization Process: Attitude of the US and German Experts," Sustainability, MDPI, vol. 14(23), pages 1-13, November.
    2. Vaida Zemlickienė & Zenonas Turskis, 2022. "Performance Measurement in R&D Projects: Relevance of Indicators Based on US and German Experts," Sustainability, MDPI, vol. 14(18), pages 1-15, September.
    3. Isabel Palomo-Domínguez & Rodrigo Elías-Zambrano & Víctor Álvarez-Rodríguez, 2023. "Gen Z’s Motivations towards Sustainable Fashion and Eco-Friendly Brand Attributes: The Case of Vinted," Sustainability, MDPI, vol. 15(11), pages 1-23, May.

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