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Details about green advertising


IBM Smarter Planet Campaign Brief look into Toyota Prius advertisement Misuse of green advertising

Green advertising is defined as any advert that meets one or more of the following criteria: Explicitly or implicitly addresses the relationship between a product/service and the biophysical environment. Promotes a green lifestyle with or without highlighting a product/service.

Presents a corporate image of environmental responsibility.

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 environmental information mentioned)

The majority of advertisers attempts to project a green corporate image rather than focusing on the environmental benefits of their product or service

Shift in how corporations pitch green advertising could be attributed to the growing need for business to respond to integrated sustainability as opposed to marketing green products for green consumer segments.

Corporate visual identity plays a crucial role within green advertising since more companies are adopting this approach rather than focussing on their tangible products. It seems that making a purchase from a socially responsible company is just as important to a consumer than just buying products that have ecological features. Research has shown that how advertisers communicate ecological issues to their audiences it crucial in how it is perceived and acted upon.

1. Can You Substantiate All of the Express or Implied Environmental Claims Appearing in Your Advertisement?
2. Can a Consumer Tell If the Green Advertising Claim Refers to the Product, the Packaging or Both? 3. Does Your Advertisement Exaggerate or Overstate Environmental Attributes or Benefits? 4. Do You Make any Comparative Environmental Claims in Your Advertisement? 5. Does Your Advertisement Make a General Environmental Claim?

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 Your Product Labels or in Your Ads? 10. Are there "Please Recycle" Claims on Your Products or Packages?

Green and the whole energy-efficiency crisis have provided a very compelling and very visible manifestation of the need for the world's infrastructure to become more intelligent.
Globalisation has many benefits, but also some tradeoffs because many of the systems that the world operates in today needed to become smarter, to handle and take advantage of the greater connectedness in the world.

They are designed to get a reader to think about the 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 the reader about the world becoming smarter, and then in the end talk about what IBM is doing today to help make a difference in these areas

Deliberate effort to talk to multiple audiences


Traditionally, IBM has spoken to our corporate customers. But in the "Smarter Planet" initiative corporate customers of all sizes, and also to individuals are targeted. Aimed directly as an individual, whether you are the CFO or CIO of a large enterprise, or you are a student, an IBM employee, a housewife, or an activist Use of various media channels - the traditional as well as the non traditional channels.

Help clients become far more efficient in their use of resources, whether the resource is paper, water, energy, waste, etc. And as a consequence reduce their cost and become more competitive in the marketplace. Help them to compete more effectively for the shrinking wallet share of the end consumer by demonstrating that they are more efficient and that they are leaders in their industry, because green is the topic that is important to individuals.

In a time when there's a global war for talent, helping corporate clients demonstrate these values and walk effectively in this way will allow them to compete more effectively in the market.

Harmony shown between man, nature and machine Aimed beyond the loyal green fan base Product specific advertisement More emphasis given on the car, its features than to the company The advertisement more on emotional content

Greenwashing is a term describing the deceptive use of green PR or green marketing in order to promote a misleading perception that a company's policies or products are environmentally friendly. The term green sheen has similarly been used to describe organizations that attempt to show that they are adopting practices beneficial to the environment. A study, carried out by TerraChoice, an eco-consulting firm, looked at almost 4,000 products claiming to be "natural and environmentally friendly." Almost all claims were found to be "false or misleading"

Dell recently took issue with Apple advertisements claiming MacBooks were "the world's greenest family of notebooks. Apple's claim was found ambiguous and recommended some modifications to make things clearer for consumers.
There are developed guidelines for advertisers to ensure that their environmental marketing claims don't mislead consumers

Advice to consumers: Look for claims that give some substance to the claim-the additional information that explains why the product is environmentally friendly or has earned a special seal.
Too many products are labelled with phrases like "environmentally friendly" or "environmentally safe," but such claims "generally offer little information of value."

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