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:
“Scientific method is the way to truth, but it affords, even in
principle, no unique definition of truth. Any so-called pragmatic
definition of truth is doomed to failure equally.”
—Willard Van Orman Quine (b. 1908)
“Was man made stupid to see his own stupidity?
Is God by definition indifferent, beyond us all?
Is the eternal truth man’s fighting soul
Wherein the Beast ravens in its own avidity?”
—Richard Eberhart (b. 1904)
“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)