““GREENGREEN ADVERTISING” ADVERTISING”challenges for communicating a challenges for communicating a
genuine green positioninggenuine green positioning
By:By:
FaisalFaisal
MajedMajed
MedhaMedha
AGENDA• BACKGROUND• ADVERTISING VS GREEN ADVERTISING• CONCEPT OF ‘GREEN’• GREEN CONSUMERS• AMBIQUITY IN G ADS• CHALLENGES• MECCAS• WHY USE IMC• IMC & GREEN ADS• RECOMMENDATIONS• REFERENCE
BACKGROUND
1960’s environmental and social concern initiated → demand of “green consumers” → influx of green brand
2008 witnessed similar situation as in 1970,when green ads was born.
Now green advertisement is seen as a Multidimensional Strategic and Tactical Process for sustainable development and satisfaction of consumers and stakeholders.
(source: Clare D’Souza et al., 2005)
ADVERTISING VS GREEN ADVERTISING
Advertising Inform Remind persuade
Green advertising create awareness and
tentative strong attitudes towards brands and companies
(source: Clare D’Souza et al., 2005)
ReformismEnvironmentalism
Anthropocentric Human Welfare Eco-centric
Eco-logismRadicalism
Preservationism
Conservationism
(source: William ,1995)
Level of Ecological Concern
CONCEPT OF ‘GREEN’
=ad attitude → brand belief
(source: Clare D’Souza et al., 2005)
judgments(cognition)
feelings(affect)
GREEN CONSUMERS
(source: Lalita A. Manrai et al., 1997)
GREEN CONSUMERS
Green-ClaimStrength
CountryDisposition
Product’s Green
Evaluation
EnvironmentalKnowledge
Company’sGreenImage
Likelihoodof Purchase
AMBIGUITY OF GREEN ADS
Kangun,Carlson and Grove (1991) found that 58% of environmental ads sampled contained at least one misleading or deceptive claim. (William,1995)
Focus on overall green corporate image.(Lalita A. Manrai et al., 1997)
Focus on ‘altruistic motives’.(Clare D’Souza et al., 2005)
Environmental claims are relatively new.(Banerjee et al., 1995)
(source: Andrea Prothero et al., 1997)
AMBIGUITY OF GREEN ADS
Strategies Company Example Philosophy
IGNORESURE & BODY MIST ROLL–ONSMessage = No information given
Closed Curtains
CLAIMMUMS ROLL-ONS
Message = Cares for you and for the environment
FUDGELLOYDS
Message = Ozone friendly and safe
DENIALSURE & BODY MIST
Message = Stress removal of CFCs
Dressing Window
CHALLENGES
Trust (Clare D’Souza et al., 2005)
Attitude : only 6% believed in green ads(Chase and Smith, 1992).
Value & Credibility (Kilbourne, 1995)
Green label than a green advertisement.
(Clare D’Souza et al., 2005)
Means–End Chain Conceptualisation of Advertising Strategy
Advertisement objective, eg eco-labels
Executional framework, eg company logo
Message elements, eg reusable material
Consumer benefits, eg need satisfaction
Driving forces, eg moral appeal
(Source: Jari Kärnä et al., 2001)
MECCAS
WHY USE IMC
In order to convey convincingly their "green" posture to the consuming public.(Shimp, 1993)
Behavioural response opportunity.(Les Carlson et al., 1996)
Using content analysis :product orientation, process orientation, image orientation and environmental claim.(Les Carlson et al., 1996)
Conceptual diagram of IMC & Green Advertisements
(source: Les Carlson et al., 1996)
IMC & GREEN ADS
IntegratedAdvertisements
Marketing Database
• Image**• Environmental facts**
• Green Seals
CustomerSales
Promotion
CoordinatedMarketing
CommunicationsCampaigns
DirectResponseAdvertising
PublicRelations
BrandAdvertising Market
Strategy& Tactics
MessageStrategy& Tactics
MediaStrategy& Tactics• Product**
• Process**• Mail-in offers• 800/900 #s• Behavioural requested
• Write for information
• Rebates• Coupons
Strategy
Tactics
Image Oriented Behaviour Oriented
** Environmental Claim-Type Classifications from Carlson, Grove and Kangun 1993
EXAMPLES
RECOMMENDATIONS Sponsor environmental groups or causes, that are
highly considered prove the product will not harm the environment by
backing up with some scientific and objective substantiation.
US Federal Trade Commission (1996) suggests that the symbol of recycle, should be specified through text.
Not only the green image that is important but also the product itself.
(source: Clare D’Souza et al., 2005)
Use an external source to verify claims.
High degree of openness and the disclosure of meaningful information to the general public.
REFERENCES
Andrea Prothero, Ken Peattie, and Pierre McDonagh (1997),’Communicating Greener Strategies: A Study of On-Pack Communication’, Business Strategy and Environment, Vol6 , pp74-82.
William E. Kilboume(1995), ‘Green Advertising: Salvation or Oxymoron?’, Journal of Advertising,Volume24 No2, pp 8-19.
Jari Kärnä and Heikki Juslin, Virpi Ahonen ,Eric Hansen (2001),’Green Advertising Greenwash or a True Reflection of Marketing Strategies’, EBESCO DATABASE
Clare D’Souza, and Mehdi Taghian (2005),’ Green advertising effects on attitude and choice of ad vertising themes’, Asia Pacific Journal of Marketing and Logistics, Vol 17 No 3, pp 51-66.
Banerjee, S., C.S. Gulas and E. Iyer (1995) ‘Shades of Green: A Multidimensional Analysis of Environmental Advertising’, Journal of Advertising, vol 24 no 2, pp 21-32.
Lalita A. Manrai and Ajay K. Manrai, Dana-Nicoleta Lascu,John K.Ryans, J r (1997),’How Green-Claim Strength and Country Disposition Affect Product Evaluation and Company Image’, Psychology & Marketing ,Vol. 14 No 5, pp 511-53.
Chase, D., and Smith, T. (1992), “Consumer’s keen on green but marketers don’t deliver,’ Advertising Age, Vol. 63 (June, 29), pp. 2-4.
Kilbourne, W. (1995), “Green advertising: Salvation or Oxymoron?”, Journal of Advertising, Vol. 24, No. 2, pp. 7-19.
Shimp, Terence A., Promotion Management & Marketing Communications, 3rd ed.. The Dryden Press, Fort Worth, TX. 1993. Les Carlson, Stephen J. Grove, Russell N., Laczniak, NormanKangun
(1996),’Does Environmental Advertising Reflect Integrated Marketing Communications?:An Empirical Investigation’, Journal of Business Research , Vol 37, pp 225-232.
REFERENCES
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