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题库>听力-7793 -Official 26
请联系小助手查看完整题目
(微信号:lgwKY2001)
Listen to part of a lecture in an advertising class.
Last class someone asked about green marketing. Green marketing refers to companies promoting the product as environmentally friendly. Companies often turn to advertising experts to help them do this.
Green marking seems recent, but advertising professionals grew interest in it several decades ago.The seeds for green marking were probably planted in 1970, when the first Earth Day took place.Rallies all over the United States were organized to protest environmental degradation. Some 20 million demonstrators participated in that first earth day. And it helped spark dozens of environmental laws. The biggest was the Endangered Species Act of 1973, which protects imperilled animal species from extinction. There was also passage of the Clean Water Act and the Clean Air Act was strengthened.
Earth day, environmental laws, environmental issues in the news, being green was entering the mainstream. And businesses started saying, hey, we can get involved in this. So in 1975, a major advertising trade group held its first workshop on ecological marketing. A few years later, we began seeing ads tapping into people's environmental concerns.
But as some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. Your ad must attract attention, stimulate consumer's interest, create a desire for your product, and motivate people to take action, to buy your product.
So let me tell you about one green marketing campaign that failed at first and explain why. It was for a compact fluorescent light bulb. We'll call it the eco-light. It was first introduced, I believe, in the late 90s. It cost far more than a regular incandescent bulb. The advertising message was basically, use this eco-light and save the planet. But that message wasn't effective. Research shows that consumers don't want to let go of any traditional product attributes, like convenience, price and quality, even though surveys indicate that almost everybody cares about the environment.
So the company reintroduced the eco-light with a new message, one that emphasized cost savings, that the eco-light lowers electric bills and lasts for years. So it's good for the Earth, cost-effective and convenient because it doesn't have to be changed every few mouths.This ad campaign worked like a charm.
Something else, uh, the company that makes the eco-light, researchers would consider it an extreme green company, not only because its products are energy-efficient, but because the company tries to reduce its environmental impact in other ways too. Like in addition to selling Earth-friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials. A company that only recycles office paper, researchers would classify as a "lean green company". And there are other degrees of greenness in between.
So if your green marketing strategy's gonna work, your message should be valid on all dimensions. When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty. People will come back and buy your product more and more. However, let's say you're fined for violating the Clean Water Act while manufacturing products from recycled materials. The public would eventually find out. You can't just make the claim that a product is environmentally friendly and not follow through on.
当前版本由 爱吃萝卜和青菜 更新于2018-11-01 17:44:25 感谢由 爱吃萝卜和青菜 对此题目的解答所做出的贡献。
A文章没有提到,而且价格肯定不是重点。B laws只是在开头提到了,laws,issue,news都是商人们开始在生意中加入环保这一元素的原因,但是法律促进环境友好产品的增加只是一个小细节。C 文中没有提到 traditional marketing,所以没法比较 difference。D选项是说环境友好型产品的发展,符合全文主旨,故为正确答案。
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主旨题,结合全文做出判断。文章按照时间线索,介绍了green marketing的发展进程,没有分析对比传统marketing和green marketing,也没有强调价格和法律的影响,只能选D
2017-12-06 11:29:57
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题库>听力-7793 -Official 26
请联系小助手查看完整题目
(微信号:lgwKY2001)
Listen to part of a lecture in an advertising class.
Last class someone asked about green marketing. Green marketing refers to companies promoting the product as environmentally friendly. Companies often turn to advertising experts to help them do this.
Green marking seems recent, but advertising professionals grew interest in it several decades ago.The seeds for green marking were probably planted in 1970, when the first Earth Day took place.Rallies all over the United States were organized to protest environmental degradation. Some 20 million demonstrators participated in that first earth day. And it helped spark dozens of environmental laws. The biggest was the Endangered Species Act of 1973, which protects imperilled animal species from extinction. There was also passage of the Clean Water Act and the Clean Air Act was strengthened.
Earth day, environmental laws, environmental issues in the news, being green was entering the mainstream. And businesses started saying, hey, we can get involved in this. So in 1975, a major advertising trade group held its first workshop on ecological marketing. A few years later, we began seeing ads tapping into people's environmental concerns.
But as some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. Your ad must attract attention, stimulate consumer's interest, create a desire for your product, and motivate people to take action, to buy your product.
So let me tell you about one green marketing campaign that failed at first and explain why. It was for a compact fluorescent light bulb. We'll call it the eco-light. It was first introduced, I believe, in the late 90s. It cost far more than a regular incandescent bulb. The advertising message was basically, use this eco-light and save the planet. But that message wasn't effective. Research shows that consumers don't want to let go of any traditional product attributes, like convenience, price and quality, even though surveys indicate that almost everybody cares about the environment.
So the company reintroduced the eco-light with a new message, one that emphasized cost savings, that the eco-light lowers electric bills and lasts for years. So it's good for the Earth, cost-effective and convenient because it doesn't have to be changed every few mouths.This ad campaign worked like a charm.
Something else, uh, the company that makes the eco-light, researchers would consider it an extreme green company, not only because its products are energy-efficient, but because the company tries to reduce its environmental impact in other ways too. Like in addition to selling Earth-friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials. A company that only recycles office paper, researchers would classify as a "lean green company". And there are other degrees of greenness in between.
So if your green marketing strategy's gonna work, your message should be valid on all dimensions. When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty. People will come back and buy your product more and more. However, let's say you're fined for violating the Clean Water Act while manufacturing products from recycled materials. The public would eventually find out. You can't just make the claim that a product is environmentally friendly and not follow through on.
爱吃萝卜和青菜 更新于2018-11-01 17:44:25
A文章没有提到,而且价格肯定不是重点。B laws只是在开头提到了,laws,issue,news都是商人们开始在生意中加入环保这一元素的原因,但是法律促进环境友好产品的增加只是一个小细节。C 文中没有提到 traditional marketing,所以没法比较 difference。D选项是说环境友好型产品的发展,符合全文主旨,故为正确答案。
主旨题,结合全文做出判断。文章按照时间线索,介绍了green marketing的发展进程,没有分析对比传统marketing和green marketing,也没有强调价格和法律的影响,只能选D
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草莓小菇凉:说的非常好,十分有道理,棒棒棒!
06-08 15:44:55