Let the news of your participation in a cause be pleasant surprise to your customers. Dont trumpet it so loudly as to give them more cause for skepticism. The message here is quite simple: We are an enterprise that conducts itself with a certain set of values. If your values are similar, we should get together. This is probably the most universal dimension in the advertising programs of common good enterprises today. And with good reason: assuming comparable functionality and value of products and services, consumers will naturally choose affinity with kindred spirits. In fact, every advertiser shares its values free creditreport Parkersburg at one level or another.
A fashion company does it when it sexually objectifies teenage girls, just as surely as a natural personal care products company does it when it makes an ode to pure and simple things. Its just that the values of free creditreport Parkersburg most marketers are an anathema to those who work for the common good. Recently popularized research estimates that over 40 million free creditreport Parkersburg U.S. consumers have a world view, lifestyle, and value set which is roughly consistent free creditreport Parkersburg with the principles by which common good free creditreport Parkersburg enterprises like to conduct themselves.
Even though many common good enterprises with sizable customer bases believe this number is overstated by a factor of ten or more, it still suggests a sizable audience upon which a consumer franchise can be built. business credit report
A shared values message is a way for those consumers free creditreport Parkersburg to pick you out of the morass of products and services. If the values you claim to share are real, not fake, this is a valid and sensibly approach to advertising.
The insincerity of some marketers hurts the credibility of others.
In any case, a shared values advertiser is still not quite at the Higher Ground. Advertisings natural inclination is to be a toxic event. This dimension concerns itself with being diligent and proactive about reducing emissions. Obviously, in its role as an agent of rampant consumption and greed. But even worse, in its not-so-obvious role as the commercial force behind a media environment stuffed with images and messages of violence, gender objectification, perverse body image, irresponsibility and an endless array of other poisons. How can you ensure that you are free creditreport Parkersburg not contributing to a toxic media and advertising environment? Communicate why you reject certain media opportunities. free credit reports once a year Troubleshoot the words and pictures which make up your own advertising to make sure youre not unwittingly sending socially negative free creditreport Parkersburg messages. Set and communicate a written set of standards to internal and external staff who touch your advertising. For example: We will not use media or create advertising that contains a preponderance of gratuitous violence, objectifies free creditreport Parkersburg or exploits women, portrays unsafe sexual practices without free creditreport Parkersburg consequences, portrays aggression and disrespect as humorous or attractive, displays irresponsible use of drugs or alcohol, or encourages unhealthy body image. We will be particularly careful with regard to advertising and media which are widely accessible to children.
Educate yourself and your staff free creditreport Parkersburg by providing media literacy opportunities. Fight the concentration of media ownership by sponsoring or creating alternative media vehicles at every opportunity. This is the new frontier that has barely been explored. Its the idea that advertising, in and of itself, can be a socially positive event. It starts with the premise that advertising persuades. And, therefore, that it can be used to persuade society and the people therein, to do healthy, peaceful, sustainable, humane and decent things.
It believes that advertising which promotes positive attitudes and behaviors creates a net-positive community dividend. Just as surely as locating a plant in the inner city, or reducing packaging, or creating a family-friendly workplace or providing a living wage. annual free credit check It moves advertising from something which can help a common good enterprise achieve its mission, free creditreport Parkersburg to something which is part of the mission. The difficult part is defining and free creditreport Parkersburg deciding what is really a meaningful message, and by whose standard.
And, having done that, connecting that message to the brand, since the advertising must still deliver some sort of return on the advertisers investment. It can be done, and a few enlightened advertisers are already doing it.
For example:
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