Definition
Conventional advertising is part of the promotion of products and services, which is one of the 4P's represented in the marketing mix (Product, Promotion, Price, Place). The sustainability marketing mix instead, includes the 4C's (Customer Solution, Communication, Customer Cost, Convenience) and makes sustainability advertising a part of the sustainability communication concept.
Sustainability advertising is used to advert customers to sustainable products, services and actions. It is not only focused on environmental issues and the product or service itself, but includes communication about the entire life cycle of the product. It furthermore informs about the sustainability of the producing company and communicates desirable lifestyles changes to consumers. Advertising in general is a one-way communication through mass media and is used to create name recognition, brand knowledge and some brand preference. However, only sustainability advertising contributes to all three pillars of triple bottom line: economic development, environmental protection and social responsibility.
Read more about this topic: Sustainability Advertising
Famous quotes containing the word definition:
“Mothers often are too easily intimidated by their children’s negative reactions...When the child cries or is unhappy, the mother reads this as meaning that she is a failure. This is why it is so important for a mother to know...that the process of growing up involves by definition things that her child is not going to like. Her job is not to create a bed of roses, but to help him learn how to pick his way through the thorns.”
—Elaine Heffner (20th century)
“I’m beginning to think that the proper definition of “Man” is “an animal that writes letters.””
—Lewis Carroll [Charles Lutwidge Dodgson] (1832–1898)
“The definition of good prose is proper words in their proper places; of good verse, the most proper words in their proper places. The propriety is in either case relative. The words in prose ought to express the intended meaning, and no more; if they attract attention to themselves, it is, in general, a fault.”
—Samuel Taylor Coleridge (1772–1834)