Marketing Definition Review of The Literature

16 Kotler Keller 2009:539 advertising objectives also can be classified according to whether their aim is to inform, persuade, or remind reinforce. a. Inform 1 Tell the market about new products 2 Advocated the usefulness of certain new products 3 Inform the market about the price change 4 Run the work product 5 Describe services available 6 Correcting a wrong impression 7 Reduce buyer fears 8 Creating a corporate image b. Pursue 1 Creating a brand preference 2 Push the turn to your brand 3 Change the perceptions of customers buy now 4 To persuade customers to buy now c. Remind 1 Remind customers that the product may be necessary in the near future 2 Reminding customers where to buy these products 3 Maintain these products remain in the minds of consumers during the season 17 4 Maintain highest product awareness in the minds of consumers However advertising help companies in marketing their product, can not deny advertising was instrumental in forming the image of a product that will be marketed to the public. C. Green Advertising Definition Green Advertising is advertising are created to influence the homemakers to buy and use environmentaly friendly products in their day activities Nik Tehrani : 328 and accoarding to Umit Cengis 2012:209 green advertising is defined as any advertising that explicitly or implicitly addresses the relationship between a productservice and the biophysical environment, promotes a green lifestyle with or without highlighting a productsservice and presents a corporate image of environmental responsibility. So, green advertising is the advertising persuade consumers to use stuff made from materials that are not harmful to the environment such as packages that use recycling materials, phosphate free detergents, refill containers and less plastic then giving information for customer how to protect environment. According to Nasution 2001 green advertising models can include a series of elements that are used to communicate the concern for a company or product on the environment. In addition, an advertisement 18 can be said an insightful environment if it meets one or more of these criteria: a. Either an implicit or explicitly shows the relationship between biophysical environmental products or services. For example the advertised product contains a low carbon footprint so that contribute to global warming decreases or does not contain CFC so it is safe for the preservation of the ozone layer. b. Promoting a life style environmentally. For example, using public transportation rather than private vehicles to reduce the use of fossil energy or planting trees around the House to reduce carbon dioxide. c. Presents a corporate image that contains the environmental responsibility, for example, bring up the certificate ISO 14001, economic label or the carbon footprint in their advertising Green advertising is on the rise, as an ever-increasing number of manufacturers are informing their consumers about pro- environmental aspects of their products and services, Designing water and energy saving products, using recycled and biodegradable materials and supporting environmental causes are prominent environmental claims in the advertising . So, generally Green advertising is required to invite the consumers are aware of the importance of health in the future and maintaining environmental