Objectives
Whenever an advertisement campaign is developed and launched as a marketing strategy for a sustainable product or service, it must be aligned to the objectives defined by the company in the context of sustainability. Some of the common objectives of marketing communications are: generation of awareness, informing consumers, reminding consumers, persuading consumers, reassuring consumers, motivating and rewarding consumers and connecting with them. These are the basis for more specific objectives of sustainability advertising with the emphasis on environmental and social aspects. The United Nations Environmental Program (UNEP) has developed documents that give insights about the objectives of the sustainability advertising. They include:
1. “Ensuring truth in advertising – the advertising codes provided and supported by the advertising industry and other mechanisms to ensure that claims can be substantiated, to prevent consumers from being misled”. This is related to the objectives of informing consumers and reassuring them whenever there is misleading critics or arguments against a particular product, service or implemented action.
2. “Ensuring ethical behavior from advertisers, so that messages are legal, decent, honest and truthful”. Advertisement should not include attempts of greenwashing and reference to false social responsibility claims.
3. “Ensuring that all sectors of society, including women, minorities, the elderly and children are sensitively portrayed.” This “is associated with the challenge of sustainability advertising to address and “connect” with different audiences through a mass media message”.
4. “How advertising agencies, and the advertisers themselves, operate. As with all other sectors, organizations in the advertising industry need to address their direct effects on the environment and society, and the need for environmental management systems, reporting and corporate social responsibility programs.” This area refers to the coherence needed whenever a sustainability message in advertising is set. The advertising message and the behavior of the company should be consistent to create trust and credibility.
Read more about this topic: Sustainability Advertising
Famous quotes containing the word objectives:
“Along the journey we commonly forget its goal. Almost every vocation is chosen and entered upon as a means to a purpose but is ultimately continued as a final purpose in itself. Forgetting our objectives is the most frequent stupidity in which we indulge ourselves.”
—Friedrich Nietzsche (1844–1900)