imc green advertising

7/31/2019 IMC Green Advertising

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GREEN ADVERTISING


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Definition and more..

Green advertising is defined as anyadvert that meets one or more of thefollowing criteria:

Explicitly or implicitly addresses the

relationship between aproduct/service and the biophysicalenvironment.


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Three dimensions to green advertising:

sponsor type (for profit and non profit)

advertisement focus (whether the advert focuses on

the advertiser or the consumer) depth of advertisement (shallow, moderate, or deep,

depending on the extent of environmentalinformation mentioned)

The majority of advertisers attempts to project agreen corporate image rather than focusing on theenvironmental benefits of their product or service

Definition and more..


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Public Perception

Corporate visual identity plays a crucial role withingreen advertising since more companies are

adopting this approach rather than focussing ontheir tangible products.

It seems that making a purchase from a sociallyresponsible company is just as important to aconsumer than just buying products that haveecological features.

Research has shown that how advertisers


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10 Ways to Avoid MakingSuspect Green Advertising

Claims

1. Can You Substantiate All of the Express orImplied Environmental Claims Appearing in

Your Advertisement?

2. Can a Consumer Tell If the Green AdvertisingClaim Refers to the Product, the Packaging orBoth?

3. Does Your Advertisement Exaggerate or

OverstateEnvironmental Attributes or Benefits?


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6. Does Your Product Label Contain Eco-Seals,Seals-of-Approval or Certifications?

7. Do Your Ads Make any "Degradable,""Biodegradable" or "Photodegradable" Claims?

8. Does Your Ad Make "Compostable" Claims?

9. Are "Recyclable Claims" Made on YourProduct Labels or in Your Ads?

10 Ways to Avoid MakingSuspect Green Advertising

Claims


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IBM Smarter PlanetCampaign


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Concept behind thecampaign

Green and the whole energy-efficiency crisis haveprovided a very compelling and very visible

manifestation of the need for the world'sinfrastructure to become more intelligent.

Globalisation has many benefits, but also sometradeoffs because many of the systems that theworld operates in today needed to becomesmarter, to handle and take advantage of thegreater connectedness in the world.


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They are designed to get a reader to think aboutthe world from a systems point of view, and along

the way, describe these opportunities for systems

They are not intended to be overtly commercial.

They are more agenda-setting, educating thereader about the world becoming smarter, andthen in the end talk about what IBM is doing today

to help make a difference in these areas

The Advertisementcampaign


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Deliberate effort to talk to multiple audiences

Traditionally, IBM has spoken to our corporatecustomers. But in the "Smarter Planet" initiativecorporate customers of all sizes, and also toindividuals are targeted.

Aimed directly as an individual, whether you arethe CFO or CIO of a large enterprise, or you are a

student, an IBM employee, a housewife, or anactivist



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Help clients become far more efficient in their useof resources, whether the resource is paper, water,energy, waste, etc. And as a consequence reducetheir cost and become more competitive in the

marketplace.

Help them to compete more effectively for theshrinking wallet share of the end consumer bydemonstrating that they are more efficient andthat they are leaders in their industry, becausegreen is the topic that is important to individuals.

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The BusinessPerspective


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Toyota Prius


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Harmony shown between man,nature and machine

Aimed beyond the loyal green fanbase

Product specific advertisement

More emphasis given on the car, itsfeatures than to the company

The advertisement more on

emotional content



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Greenwashing is a term describing the deceptiveuse of green PR or green marketing in order topromote a misleading perception that a company'spolicies or products are environmentally friendly.

The term green sheen has similarly been used todescribe organizations that attempt to show thatthey are adopting practices beneficial to theenvironment.

A study, carried out by TerraChoice, an eco-

consulting firm, looked at almost 4,000 products"

The Misuse of greenadvertising


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Dell recently took issue with Apple advertisementsclaiming MacBooks were "the world's greenest

family of notebooks. Apple's claim was foundambiguous and recommended some modificationsto make things clearer for consumers.

There are developed guidelines for advertisers toensure that their environmental marketing claimsdon't mislead consumers



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Advice to consumers: Look for claims that givesome substance to the claim-the additional

information that explains why the product isenvironmentally friendly or has earned a specialseal.

Too many products are labelled with phrases like"environmentally friendly" or "environmentallysafe," but such claims "generally offer littleinformation of value."



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THANK YOU

imc green advertising

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