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

Article Abstract:

An empirical assessment of the degree to which environmental advertising may be classified as integrated is described. A set of 'green' ads is evaluated using criteria developed by Nowak and Phelps. Findings showed that only about half of these ads can be classified as integrated. It was also found that integrated green ads do not seem to use the direct behavioral inducements that might be advantageous for building a positive environmental stance. Integrated marketing communications appears to be an appropriate technique for taking an environmentally conscious stance, since a 'green' posture requires more than one approach.

Research, Advertising, Green marketing, Integrated marketing communications, Green products

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Relationship management: a call for fewer influence attempts?

Article Abstract:

Research was conducted to study the implications of coercive and non-coercive strategies in relationships formed in the distribution channel, especially in terms of trust, commitment and satisfaction. Results of the study showed a negative correlation between influence attempts and supplier-distributor relationship, both in coercive and non-coercive strategies.

Management, Distribution channels

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