Marketing verde e a propaganda ecológica: uma análise da estrutura da comunicação em anúncios impressos / Green marketing and the ecological advertisement: an analysis of the structure of the communication in announcements printed matters "

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

This work presents an analysis of a sample of printed environmental ads attained from companies of several economic sectors. The purpose was to analyse the implicit structure of such an ads; its environmental appeals; the depth of the ecologic matter was treated by the researched companies. It satarts with a careful analysis of the theory concerning the social responsibility; the strategic and operational marketing concepts; the societal marketing and the relationship of the integrated marketing communications and the green marketing. As analytical framework was used a convenience sample of printed ads and by a multivariate data analysis using the MDS – Multidimensional Scalling technic, a perceptual mapping was built to positioning the companies in terms of similarity judments. Another multivariate technic – Hyerarchical Cluster Analysis – was used as to define, in the perceptual mapping, the clusters that contain the companies that was characterized as to be homogeneous among themselves.

ASSUNTO(S)

marketing verde marketing societal green advertisement societal marketing green marketing propaganda ecológica

ACESSO AO ARTIGO

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