search query: @author Carlson, L. / total: 6
reference: 4 / 6
| Author: | Carlson, L. |
| Title: | Does environmental advertising reflect integrated marketing communications?: an empirical investigation |
| Journal: | Journal of Business Research
1996 : NOV, VOL. 37:3, p. 225-232 |
| Index terms: | RESEARCH COMMUNICATIONS INDUSTRY MARKETING |
| Language: | eng |
| Abstract: | The authors 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. |
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