OFFICIAL26 According to the professor,why did the first effort to market the Eco-light fail?

[00:00.00]Narrator: Listen to part of a lecture in an advertising class.
[00:05.10]Professor: Last class someone asked about green marketing.[00:09.98]Green marketing refers to companies promoting the products as environmentally friendly. [00:15.51]Companies often turn to advertising experts to help them do this.
[00:19.79]Green marketing seems recent, but advertising professionals grew interest in it several decades ago.[00:26.87]The seeds for green marketing were probably planted in 1970, when the first Earth Day took place. [00:34.63]Rallies all over the United States were organized to protest environmental degradation.
[00:40.65]Some 20 million demonstrators participated in that first Earth Day.[00:46.33]And it helped spark dozens of environmental laws.[00:49.82]The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction. [00:58.09]There was also passage of the Clean Water Act and the Clean Air Act was strengthened.
[01:03.97]Earth Day, Environmental Laws, Environmental Issues in the news, Being Green was entering the mainstream.[01:12.12]And business started saying, hey, we can get involved in this. [01:16.27]So in 1975, a major advertising trade group held its first workshop on ecological marketing. [01:24.19]A few years later, we began seeing ads tapping into people's environmental concerns.
[01:30.76]But some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. [01:40.10]You ad must attract attention, stimulate consumers' interest, create a desire for your product, and motivate people to take action to buy your product.
[01:52.22]So let me tell you about one green marketing campaign that failed at first and explain why. [01:57.84]It was a compact fluorescent light bulb. [02:01.27]We'll call it the eco-light. [02:03.12]It was first introduced, I believe, in the late 90s. [02:07.47]It cost far more than a regular incandescent bulb. [02:11.26]The advertising message was, basically, “use this eco-light and save the planet”.
[02:17.38]But that message wasn't effective.[02:19.77]Research shows that consumers don't want to let go off any traditional product attributes, like convenience, price and quality. [02:29.04]Even though surveys indicate that almost everybody cares about the environment.
[02:33.86]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. [02:44.31]So it's good for earth, cost-effective and convenient because it doesn't have to be changed every few months.[02:51.02]This ad campaign worked like a charm.
[02:54.67]Something else, uh, the company that makes the co-light, researchers would consider it an ‘extreme green company’, not only because its product are energy-efficient, but because the company tries to reduce its environmental impact in other ways too．[03:12.32]Like in addition to selling Earth— friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials. [03:23.27]A company that only recycles office paper, researchers would classify as a ‘lean green company’. [03:30.43]And there are other degrees of greenness in between．
[03:33.82]So if your green marketing strategy's gonna work, your message should be valid on all dimensions. [03:42.09]When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty．[03:49.70]People will come back and buy your product more and more. [03:53.34]However, let’s say you're fine for violating the Clean Water Act while manufacturing products from recycled materials. [04:01.25]The public would eventually find out. [04:03.79]You can't just make the claim that a product is environmentally friendly and not follow through on．