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14 Cards in this Set
- Front
- Back
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Conventional view of communication |
process in which sender encodes a message and transmits it through a medium to a receiver, who decodes and interprets it |
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alternative approach |
places marketer and consumer as participants in a conversations from whcih shared understanding and meaning can be developed |
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Dual focus for sustainability marketing communications strategies |
- communicate with the consumer about the sustainability solutions the company provides via the product - communicate to consumers and stakeholdersa bout the company as a whole |
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Common objectives of marketing communication efforts |
- Informing - Reminding - Persuading - Reassuring - Motivating - Rewarding - Connecting |
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Marketing communication efforts |
- Advertising - Personal selling - Direct mail - Sales promotion - Labelling - Point of sale - Public relations - Online sustainability marketing |
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3 types of appeals or hooks in marketing messages |
Rational appeals: target the consumer’s self interest . Emotional appeals: seek to make an emotional connection with consumers, and this is often done by connecting the benefits of sustainability strategies to children’s welfare or showing the plight of endangered animal or disadvantaged people from poorer countries. Moral appeals: Aim to engage with people’ sense of right and wrong. |
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6 appeals of sustainability oriented print advertising |
- Financial appeals (rational - management appeals( rational - euphoria appeals(emotional / moral - emotional appeals (emotional / moral - zeitgeist appeals - others |
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sustainability communication important at all stages of consumption process, but specific objective varies per stage |
- Pre-purchase: generating awareness -> free samples etc - Purchase: persuasive ad that consumers recall or are influenced by when shopping - Use: - Post- use: product disposal |
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Value - action gap |
credibility and trust |
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Greenwashing |
making an unsubstantiated or misleading claim about the environmental benefits of a product, service ,technology or company practice. |
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Sins commited with greenwashing |
- hidden trade off - no proof - vagueness - irrelevance - fibbing ( false claim to be certified) - lesser of two evils - worshipping false labels |
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McDonaghs model of sustainable communications which identifies four fundamental principles |
Ecological trust: built to reverse trend towards loss of confidence in business leadership Ecological access all stakeholders access to organization and their facilities Ecological disclosure: voluntary to build ecological trust Ecological dialogue: with stakeholders to build trust-> most radical difference to conventional communications. |
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Segment internal employee audience |
weak links: neither understand nor care by standers: have information and understanding but dont care - loose cannons: people who are loyal, mean well but lack understanding to support efforts - brand champions: understand connection and commitment |
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engage in dialogue with customers |
- roundtables -citizens panels - consensus conferences |
