Les Carlson

A Content Analysis of Environmental Advertising Claims: A Matrix Method Approach

Abstract As organizations seek to communicate with consumers who are concerned about the environment, advertisements containing environmental claims are becoming more prominent. While much has been written about environmental advertising, this phenomenon has seldom been examined systematically. This paper presents an empirical study which combines two classification schemes to create a matrix that identifies different types of environmental claims and the likelihood that such claims will be judged as misleading and/or deceptive. Results suggest that those claims which extol the environmental benefits of products and those that are designed to enhance the environmental image of an organization are most prone to be considered misleading and/or deceptive. Methods for improving environmental advertising are suggested.

Green Advertising and the Reluctant Consumer

Abstract As ecological concerns evolve and diffuse throughout society, advertisers are interested in developing green (i.e., environmental) messages and are interested in targeting green customer segments. Unfortunately for advertisers, many green consumers have negative attitudes about business, and they often have negative impressions of the advertising industry. Here, this dilemma is examined from a variety of perspectives.

The Role of Parental Socialization Types on Differential Family Communication Patterns Regarding Consumption

Abstract This research provides a theoretical basis for explaining differences among mothers regarding how they communicate consumer skills and knowledge to their children. Socialization theory based on similarities in general parenting tendencies was used to group mothers. These groups provided a rationale for expecting consumer socialization communication differences. Findings suggest that more general socialization types exhibit differences on specific communication dimensions. Specifically, mothers who are restrictive and warm in relationships with children are also more likely to use communication messages that promote monitoring and control of childrens consumption activities. Mothers who generally respect and solicit childrens opinions also tend to utilize messages that foster the development of consumption decision-making abilities in children.

Consumer Socialization and Frequency of Shopping with Children

This study examines co-shopping frequency (mothers shopping with children) from a consumer socialization perspective. It also compares consumer orientations and socialization behaviors of heavier, moderate and lighter co-shoppers. Results indicate that these groups differ in desires to develop children’s consumer competence, consumer roles played by children, consumption motivations and values, and potential efforts to mediate marketing influence.

International environmental marketing claims: Real changes or simple posturing?

Examines the differences in types of environmental claims used in advertisements in Australia, Canada, the UK and USA. The advertisements are examined using a content analysis schema with four categories (product orientation, process orientation, image orientation or environmental fact) which have been developed and reported in the literature. The four types of environmental advertisements can be “compressed” into two groups: substantive claims (product and process based) and posturing claims (image and environmental fact based). Suggests that claims in advertisements may be a proxy for firm behaviour and therefore firms using substantive claims in their advertisements are more environmentally involved than firms using posturing claims in their advertisements. Finds that US advertisements use the most posturing claims and least substantive claims, with Australian advertisements using the most substantive claims and least posturing claims. This may suggest that US firms (i.e. the companies making these claims) are less environmentally involved compared with firms in the three other countries examined.

The Dominant Social Paradigm, Consumption, and Environmental Attitudes: Can Macromarketing Education Help?

It has been argued that the dominant social paradigm (DSP) of Western industrial societies is complicit in environmental decline. In the present research, the DSP and its elements and their relation to consumption behavior are first addressed in classes on social responsibility that are taught in a business school. Two quasi-experiments are then conducted using an after-only with control group design (Study 1) and a before—after with control group design (Study 2). In both studies, attitudes of students in the social responsibility classes are compared to control groups of marketing students to determine the effects of instruction on the DSP and environmental attitudes. Findings suggest that lower scores on the DSP for the experimental group result in increased measures of environmental attitudes and perception of change necessary to ameliorate environmental degradation. However, in neither experiment does willingness to change ones own behavior materialize.

The Harm Chain A Public Policy Development and Stakeholder Perspective

This article introduces the concept of a ‘harm chain’ as a mechanism tofurther broaden the way in which firms and public policy makers consider potential negative outcomes from marketing activities. The purpose of conceptualizing a ‘harm chain’ is to examine specifically the creation of harm within networks of marketing exchanges that might occur throughout pre-production, production, consumption and post-consumption activities. The authors suggest that addressing issues where harm occurs allows both firms and policy makers to identify whether exchanges bring about harm and how relevant parties can address the core cause of harm, as well as how those who are harmed can be protected.

Does environmental advertising reflect integrated marketing communications?: An empirical investigation

Abstract We describe an empirical assessment of the degree to which environmental ads may be classified as integrated. A framework discussed by Nowak and Phelps (1994) is applied to a set of “green” ads to determine whether such ads are truly integrated. Because organizations should use more than one approach in order to develop a green posture, integrated marketing communications would appear to be a suitable method for forming an environmentally conscious stance. Results indicate that only about half of the environmental ads that were studied were classifiable as integrated according to criteria discussed by Nowak and Phelps. Further, integrated green ads do not appear to be applying the types of direct behavioral inducements that might be optimal for building a positive environmental posture. Such findings may have implications for the recent decline in use of and interest in green advertising.

Educating Students to Give Them a Sustainable Competitive Advantage

With an increasingly competitive job market, this study focuses on what marketing educators can do to help students develop a sustainable competitive advantage. The authors conducted a survey of students, faculty, and recruiters to develop a better understanding of what skills and characteristics might be of value to each group of respondents and to ascertain where differences might exist across respondent groups. Although the basic skills (i.e., critical thinking, communication) recruiters seek have not changed much from previous studies, recruiters rated critical thinking skills, such as problem solving, much higher than either faculty or students. Graduates must be accountable and show the impact and rationale behind decisions. In other words, educators must continue to stress reading, writing, and “arith-metrics.” The lessons learned herein include ways to engage students, strengthen communication skills, incorporate skill development workshops, use professional speakers in marketing organizations, and promote services available outside the classroom as well as help students develop multiple skill sets in class. Educators should also encourage students to be open-minded, creative, and explore opportunities including internships and positions that may not be their current career choice. Finally, educators should discuss pros and cons of going straight through school or working before attending graduate school.

Comparing the Application of Integrated Marketing Communication (IMC) in Magazine Ads Across Product Type and Time

We investigated the incidence and nature of integrated marketing communications (IMC) evident in the advertising of products over time and across product classifications for services versus physical goods. Our goal was to shed light on the use of IMC in practice vis-à-vis its theoretical relevance in the advertising and business literature. Using a framework by Nowak and Phelps (1994), we examined IMC utilization by service organizations and physical goods manufacturers at the tactical (advertisement) level over five time periods spanning 20 years. Results indicate that IMC is a reality among both services ads and physical goods ads, yet its incidence has not increased significantly over this time frame. Differences exist when product types are compared, although there appears to be much room for further and more enlightened adoption of IMC principles within advertising vehicles.