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MKT 230: Sustainable Marketing Module 7

Terms in this set (45)

Sustainable marketing communication (SMC)
messages and media directed to any stakeholder of an organization for the purpose of achieving the organization's marketing and sustainability objectives
Integrated marketing communication (IMC)
a condition such that all the messages from an organization, in all media, work together holistically to convey the organization's desired image or market position
External marketing communication
communication that helps to maintain connections or relationships with customers and other external stakeholders
Internal marketing communication
communication that maintains connections or relationships with employees and serves to motivate employees to be effective ambassadors for the organization
Integrity
honesty; consistency of words and actions
Leverage
achieving the greatest possible impact using the least necessary resources
Brand Community
a web of people and relationships that share dedication to a brand and its success in the marketplace
Community of purpose
a group of people united by common or overlapping goals, working collaboratively to achieve specific outcomes
Stakeholder dialogue
an ongoing and meaningful exchange between a firm and its stakeholders
Puffery
marketing messages that rely on exaggeration or ungrounded opinion; empty claims of superiority
Spin
a highly biased or distorted portrayal of a situation or set of facts, often considered deceptive or manipulative
Value congruence
the extent to which a marketing message is harmonious or consistent with a target customer's values
Fun theory
the proposition that people are more willing to do something constructive when it provides the added benefit of enjoyment or amusement
Back to Basics: AIDA
AIDA is a long-used and well-worn acronym for four basic stages—attention, interest, desire, action—in the process of persuasive communication
Secondary benefit
a product benefit that is ancillary or considered only in addition to a primary benefit
Primary benefits
the main functional benefits a product or service is designed to deliver
Misreading the Target Audience
a related barrier to successful SMC stems from a failure to correctly understand the target audience
Greenwashing
making false or exaggerated claims to project a more sustainable image than is warranted by actual practice
Sin of the Hidden Trade-Off
suggesting a product is "green" based on selective attributes ignoring other important environmental issues (e.g., "energy efficient" products containing hazardous materials)
Sin of No Proof
making a claim that can't be substantiated by reputable and easily accessible sources (e.g., products labeled "organic" with no verifiable certification)
Sin of Vagueness
making broad, ambiguous claims that are likely to be misunderstood by consumers (e.g., "All-natural" products that contain naturally occurring substances, like heavy metals, that also happen to be toxic)
Sin of Worshiping False Labels
giving the impression, through words or images, of third-party endorsement where no such endorsement exists (e.g., a label bearing a green-leaf image and mention of standard that is made up by and unique to the firm)
Sin of Irrelevance
making claims that are truthful but meaningless (e.g., claiming "CFC-free" even though CFCs have been banned for 20 years)
Sin of Lesser of Two Evils
making a claim that's true but that avoids or distracts from a much more serious issue (e.g., organic cigarettes)
Sin of Fibbing
making claims that are false; gaining eco-certifications under false pretenses (e.g., rigging tests to get unearned Energy Star ratings)
Astroturfing
the creation of a phony grassroots movement to project a false image of widespread public support
Advertising
paid placement of commercial messages in a variety of media
Advertising appeal
the central theme of an ad selected in order to reach a particular target audience
Rational appeals
stresses a product's overall value, especially in terms of functional product benefits
Emotional appeals
stress the symbolic or experiential benefits of product use or ownership
Hybrid appeals
combines both rational and emotional appeals
Storytelling
the most powerful advertising campaigns are those that tell a compelling story that encourages retelling
Consumer folklore
stories passed from consumer to consumer with high levels of perceived authority and authenticity
Public relations
activities designed to generate commercially favorable messages in independent media
Publicity
news about individuals or organizations in independent media
Greenmuting
an organization's deliberate downplaying of its sustainability efforts or successes
Sharing from the top
the person most desirable to tell the story is the charismatic founder, the visionary whose innovations made the firm more sustainable
Sales promotions
activities designed to stimulate sales in the short term
Sampling
offering a free sample to encourage customers to try a new or unfamiliar product
Personal selling
face-to-face communication with the goal of persuading a customer to make a purchase
Trade shows
shows that serve particular customer interests
Sales promotions
activities designed to stimulate sales in the short term
Customer relationship management (CRM)
strategy that integrates information technology with other marketing efforts in order to identify, target, attract, and retain the best mix of customers
Loyalty programs
marketing programs designed to reward customer support and motivate continued patronage
Direct marketing
marketing communication in which the marketing message is delivered straight to customers through individually accessed media such as phone, mail, or the Internet
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