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Social and Environmental Issues in Advertising

2018-10-11 Business & Economics
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Release : 2018-10-11
Genre : Business & Economics
Kind : eBook
Book Rating : 526/5 ( reviews)

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Book Synopsis Social and Environmental Issues in Advertising by : Sukki Yoon

Download or read book Social and Environmental Issues in Advertising written by Sukki Yoon. This book was released on 2018-10-11. Available in PDF, EPUB and Kindle. Book excerpt: In the past few decades, attention has turned to the need to apply commercial marketing concepts, knowledge, and techniques to promote goods, services, and actions that enhance consumer well-being and social welfare through socially and environmentally responsible advertising, for example, recycling promotions. Critics argue, however, that for-profit advertisers who endorse social responsibility are inherently serving commercial purposes and diluting the value of socially responsible advertising. Scholars in many fields—advertising, marketing, communications, and psychology—explore ways to encourage consumers, companies, and policymakers to adopt socially responsible behaviours, and to provide theoretical and practical insights regarding effective applications of pro-social and pro-environmental marketing messages. This book comprises ten chapters that contribute to advertising theory, research, and practice by providing an overview of current and diverse research that compares, contrasts, and reconciles conflicting views regarding social and environmental advertising; uncovering individual differences in perception of advertising messages and their consequences for social and environmental behaviours; reconciling societal and business interests; identifying a message factor that determines eco-friendly behaviours; and identifying source factors that enhance and weaken advertising effectiveness. This book was originally published as a special issue of the International Journal of Advertising.

Special Issue: Social and Environmental Issues in Advertising

2016
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Release : 2016
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Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Special Issue: Social and Environmental Issues in Advertising by : Sukki Yoon

Download or read book Special Issue: Social and Environmental Issues in Advertising written by Sukki Yoon. This book was released on 2016. Available in PDF, EPUB and Kindle. Book excerpt:

Social Marketing Environmental Issues

2009 Business & Economics
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Release : 2009
Genre : Business & Economics
Kind : eBook
Book Rating : 458/5 ( reviews)

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Book Synopsis Social Marketing Environmental Issues by : Ben Tyson

Download or read book Social Marketing Environmental Issues written by Ben Tyson. This book was released on 2009. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of the book is to provide an applied, practical, yet theoretically grounded reference on social marketing strategies for influencing environmental behaviors. The book explains how to conduct audience research, develop theory driven communication strategies, and manage, monitor and evaluate campaign progress. The book is intended to be used as a professional reference by practitioners in public/private for-profit and nonprofit sector organizations world wide. The book is also intended to be used as a text by students of environmental science, environmental communication, and environmental education. Chapter 1 provides context for selecting when social marketing strategies are best used. Chapter 2 discuses the basic principles of social marketing and factors associated with selection of target audiences, message development, communication channels, and strategic partners. Chapter 3 discusses important behavior change theories that provide a foundation for social marketing. Chapter 4 provides details about the research methods used to support social marketing. Chapter 5 discuses how to manage a social marketing campaign. Chapter 6 provides a case study that fully illustrates the design, implementation and evaluation of a social marketing campaign.

Environmental Advertising in China and the USA

2016-05-05 Business & Economics
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Release : 2016-05-05
Genre : Business & Economics
Kind : eBook
Book Rating : 356/5 ( reviews)

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Book Synopsis Environmental Advertising in China and the USA by : Xinghua Li

Download or read book Environmental Advertising in China and the USA written by Xinghua Li. This book was released on 2016-05-05. Available in PDF, EPUB and Kindle. Book excerpt: Since the late 1980s, green consumerism has been hailed in the West as an efficient solution to environmental problems. However, Chinese consumers have been slow to warm up to eco-friendly products. Consumers prefer SUVs to hybrid cars, health supplements and snake oil medicines to organic foods and eco-fashion is still secluded in high-end designer studios. These choices contradict the findings of many sustainable lifestyle surveys that claim to register a rising desire for green products among the Chinese. This book examines the psycho-cultural differences that disrupt the translation of "eco-friendly" appeals to China by analyzing environmental advertising. It explores the different notions of "green", the structures of desire that underlies the advertisements, and how they are shaped by ideological, cultural, and historical differences. Rather than arguing the superiority of the American or Chinese version of green consumerism, the book interrogates the role of advertising in the global spread of Western ideologies and explores the possibilities for consumers to resist transnational corporate hegemony in the green movement. This book fills an important gap in the critical scholarship on green marketing and should be of interest to students and scholars of environment studies, green advertising and marketing, environmental communication and media studies, China studies and environmental sociology, ethics and cultural studies.

Social Marketing to Protect the Environment

2011-05-11 Business & Economics
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Release : 2011-05-11
Genre : Business & Economics
Kind : eBook
Book Rating : 293/5 ( reviews)

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Book Synopsis Social Marketing to Protect the Environment by : Doug McKenzie-Mohr

Download or read book Social Marketing to Protect the Environment written by Doug McKenzie-Mohr. This book was released on 2011-05-11. Available in PDF, EPUB and Kindle. Book excerpt: Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behaviour. The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviours and Commercial-Related Behaviours. These sections follow a consistent format and: - Describe a variety of environmental issues - Give examples of the numerous changes in behaviours and/or practices that would contribute to reducing the problem - Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations - Review what worked and what could have been improved. A final section provides future directions and recommendations.

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