Perception of Commercial and Social Advertising by Generation Y in the Czech Republic

Abstract

Advertising as the dominant tool of marketing management and marketing communication has become an inextricable part of culture and society. Its influence significantly affects its immediate surroundings. The current period, characterized by a communication boom, allows for a more aggressive application of advertising in public contexts as well as in managerial solutions. Advertising thus penetrates all aspects of life and its setup can be found in both commercial and non-commercial spheres. Thanks to perception, advertising becomes an incentive that stimulates purchase of products, services, but also ideas. Perception reflects reality through the sense organs, and each instance of perception is complemented by subjective factors, a process linked to past experiences. The study presents partial results of research that examined perception of commercial and social advertising by the Generation Y customer segment in the Czech Republic. The research used the method of data collection by questionnaire with implementation of the semantic differential method with a seven-point rating scale to find out what denotative and connotative meanings Generation Y respondents attach to the terms commercial and social advertising. The research data were processed using descriptive and inferential statistics. The resulting findings are related to perception of the terms commercial and social advertising by the examined Generation Y group in their semantic space. The findings show that the concept of commercial advertising is perceived in predominantly negative connotations for the entire research group, and to absence of distinction on their part between the terms commercial and social advertising.

The Perception of the Market and Operational Area of Business by Service Sector and Tourism Companies in terms of CSR implementation

“…It is because large companies are involved in CSR more often. The main reason is the generation of higher resources (Gelbman, 2010), which is also declared in the study by Bulanda et al (2020) or Lazanyi et al (2020). However, despite their low economic power, small and medium-sized enterprises form the mainstay of national economies and are among the main drivers of the economy with a positive impact on GDP, employment, and government revenue (Alabsy, Implementing CSR into business practice is a long-term process in which management, employees, and other parts of the company must identify with this idea and realize the benefits of CSR in the long run (Bardos et al, 2020).…”

Social TV Advertising in Ukraine and the EU: Topics, Impact, Effectiveness through the Prism of Media Literacy

“…It is worth noting that social advertising is two-way. Both society and the state depend on how effective and strong the social relationship will be and how quickly behavioral attitudes and models will be formed in society (Bulanda et al, 2020). With the help of social advertising you can solve many problems: complex relationships between parents and children, ethnic hatred, drug addiction, alcoholism (Brusenskaya, Kulikova, 2019).…”

Beyond labels: segmenting the Gen Z market for more effective marketing

“…However, they also want to create a more equitable and better world (Kupec, 2016; Kusá and Záziková, 2016; Ling et al , 2023; Puiu, 2016). They like the idea of diversity, inclusion, human equality (Bäcklund and Martin, 2019; Duffett, 2020; Rue, 2018) and sustainability, both in terms of environmental consciousness and social responsibility (Bulanda and Vavrecka, 2019; Lendvai et al , 2020; Naumovska, 2017). They believe that brands should have a positive effect on or generate these values (Djafarova and Foots, 2022; Van den Bergh et al , 2020).…”

“…Gen Z is the focus of the current study. This generation was born between the mid-nineties and around 2010 (Bulanda and Vavrecka, 2019; Van den Bergh and Behrer, 2016). It comprises 32% of the world’s population or 2.47 billion people.…”