““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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