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

Isabel Palomo-Domínguez and Vaida Zemlickienė
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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

Sustainability, 2022, vol. 14, issue 3, 1-21

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.

Keywords: eco-friendly advertising formats; generations; MCDM; determination of expediency (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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