Marketing and Advertising in Sustainable Development conception

Abstract:

This article presents marketing as a basis for the activities of each organization, also its modern variant called balanced marketing is presented within its impact on external environment of the organization. Cited examples of ads where the message contains the issues with the concept of sustainable development.
Key words: marketing, sustainable development, sustainable marketing, advertising Marketings definitions

Marketing refers to the company's activities aimed at creating value and then replacing it with the client. In this sense, marketing plays a significant role in determining the strategic objectives of the company. As the client for any decision which relates to the purchase the product / service or not, has some reason and a couple of reasons1, the task of effective marketing will persuade them to purchase. This requires a deep knowledge of consumer behavior, competition and co-workers as well as considerable skill in adapting the organization for consumers to provide them with goods and products they desired. Marketing is an indispensable tool for the management, in its wide range. It is not the only task performed by experts in the organization but anyone who wants to succeed, such as determining the organization's strategy and its application in practice (strategy) should be typical of marketing.2 Marketing is a definitions component of business purpose of which reads as follows: the main objective is to create a business customer and each enterprise has two basic functions: marketing and innovation. This definition was given by P. Kotler, one of the undisputed experts on marketing, but even he, recognizing the complexity of the subject and its development over the years, in the 90's gives another definition of marketing: Marketing is a social and managerial process by which individuals
and groups obtain what they need and want through creating and exchanging products and value with others 3. Very similar definition was given by American Marketing Institute: Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably 4. Since marketing is

a very broad area of knowledge, in literature there are many of it, sometimes significantly different from each other, definitions. One such definition, differing from the above, is the definition formulated by Kenichi Ohmae: What business is about what distinguishes it from all other kinds of
business planning is, in a Word, competitive advantage. Without competitors there would be no need for strategy, for the sole purpose of strategic planning is to enable the company to gain, as efficiently as possible, a sustainable edge over its competitors5. In this definition, the creator of the main emphasis on

competitiveness, the drive wheel as the only organization producing and delivering goods to consumers. It should however be noted here that the competition does not appear along with the creation of a new product appears only when a newly developed product is gaining audience, as it brings its owner a specific profit. Then there are always new organizations offering the same, or slightly modified product. Marketing and there from the beginning, is born with the creation of product ideas. As is clear from the previous definition, one of its main objectives is to create a need for the product and give it a value that will correspond to the potential buyers. In later years this definition has been extended by the objective of strategic marketing is to achieve sustainable competitve advantage6. Despite the fact that in both these definitions have not been used the word "purchaser" is the word "competition" emphasizes its importance, it constitutes the basis for the buyer because it is only through their choice of points to the winner of the competition. Another definition presented by
1

Kot S., Dima I.C., Man M., Use of Abraham Maslows motivation Theory for setting consumers satisfactionnon-satisfaction, Polish Journal of Management Studies, Czestochowa University of Technology, Czestochowa 2010. 2 A. J. Silk, What is Marketing?, Harvard Business School Publishing Corporation, Harvard 2006. 3 P. F. Drucker, The practice of Management, 4 D. Mercer, Marketing, Blackwell Publisher, Oxford 2006. 5 K. Ohmae, The Mind of the Strategist, McGraw-Hill, 6 Wensley R., Strzategic Marketing: A review, Butterworth Marketing, London 2004.

M. Baker, arguing that marketing is a function of both the business and its philosophy. According to his words marketing is a state of mind concerning the optimum approach to business, and the activities
whereby such ideas are translated into practice7. In addition he stated that marketing consist of four keys, such as8: - start with the customer, - a long-run perspective, - full use of all the companys resources, - innovation.

Despite the many definitions of marketing, it is primarily seen as a set of processes whose main aim is to identify customer needs, create a product satisfying these needs and then sell it at a profit. Below is a diagram of processes that make up the marketing.
Marketing analysis (the 5Cs)

Customers

Company

Competitors

Collaborations

Context

Marketing segmentation

Target market selection

Product and service positioning

Products and service

Place/channels

Promotion

Pricing

Customer acquisition

Customer retention

Profits

Fig. No 1. Schematic of marketing process. Source: Authors own elaboration based on A. J. Silk, What is Marketing?, Harvard Business School Publishing Corporation, Harvard 2006.

Marketing is treated as a purely scientific area, positively influencing the growth of the economy, which passed with virtually no interruption of continuous change processes aimed at its improvement9. The inherent marketing associate advertising, sometimes it's the first thing that comes to mind when deliberating on marketing. The most popular definition is the definition of advertising created by The Institute of Practitioners in Advertising: advertising presents the most persuasive possible selling message to the right prospects for the product or service at the lowest possible cost10. Advertising is the final stage of the process which takes place in the marketing organization and its main task is to ensure that the product is offered as the most suitable for potential buyers, in many respects, such as quality, reliability and price. This makes that advertising becomes the most visible areas of marketing

7 8

Baker M.J., Marketing, Strategy and Management, McMillan Baker M.J., The Marketing Book, Heinemann 9 Stefko R., Litavcova E., Butoracova-Sindleryova I., Marketing Instrumentarium the process of accepting projects for Developmental acceleration in Back-warden regions, Polish Journal of Management Studies, Czestochowa University of Technology, Czestochowa 2010. 10 Jefkins F., Advertising, Prentice Hall, Essex 2000.

as a whole11. Most organizations have spent millions on advertising budgets, and only a few of them use advertising as a form of communication with people. Large expenditures on advertising make that information on the product reaches more people in a response to the same ad is much higher than that on advertising campaigns that are executed at a much reduced cost. Although advertising is treated as a separate component of marketing, advertising, accompanied by a number of conditions and elements that affect the successful fulfillment of the whole campaign12: - time and the impact of advertising depends on the length of product life - along with the product information is provided on the theme of its purchase, preferences and attitudes of buyers in order to create a suitable advertising campaign and the way in which the product will be advertised in the media, - the name and character of the product can be created in an organization or an advertising agency and plays a significant role throughout the campaign, - appearance of the product is also the subject of advertising, - the marketing department decides on the style and intensity of the advertising campaign, as well as the choice of types of media, - the price of the product play an important role, it says, whether the product is a real opportunity or whether it is a luxury product. It is an important element of competitive struggle, - for many products, the advertising campaign can be presented as the main product and the accompanying product and can be created two separate campaigns for each of these products, - the packaging is also an important issue, it can greatly affect whether a product is behind the shelves and is quickly sold. If the label appears on the packaging informing customers that a product is organic, it is more buyers than product without this label - in the process of marketing a product can be used form of advertising which is the exhibition of such a product, - duty sales department in charge of the product in question is the knowledge of the advertising campaign to help her in the field of sales, - corporations and public organizations in their advertising campaigns using her image or logo, - before the main campaign should be accepted, a test campaign should be carried out, - market research for the product should consist one of the following actions: copy-testing, circulation and readership surveys and statistics, recall tests, cracking studies and cost-per-reply and cost-perconversion-to-sales-figures, - sale price may even replace the ad campaign - after the campaign, the buyers can be informed about the introduction of price cuts on products, - in order to gather a group of loyal customers, the additional benefits from the use of the product can be highlighted, providing a wide range of accessories, or simply to recall that the product exists on the market, - activity of an advertising agency, in the case of a product that is long on the market, should focus on eliminating gaps which exist between the advertising campaigns. All of the above conditions can affect the success or failure of the campaign. Currently, creating a good advertising campaign requires a lot of effort, this is due to, among others, that people are becoming more conscious consumers, is not receiving all the statements in a dark incident in advertising. Additionally, the ubiquity of advertising makes it does not get it to potential buyers, people possess the ability to turn off an ad that is supported for example, blocking ads on web browsers, or switch the TV on another channel in the event of a break on the ad in order to create compelling advertising campaign for the buyers, whose purpose is to high product sales, is required above all a high budget and a good idea. Today, the appearance of the ad affects the current perception of the world fully urbanized. Over the last 20-30 years, people primarily seek to achieve professional success and thus accounts. Today, this trend is reversed and the people above all strive for balance in life - work which is a passion, it leaves time for family life in an environment-friendly environment, providing fresh air and

11

Adcock D., Halborg A., Ross C., Marketing: principles and practice, Pearson Education Limited, Essex 2001. 12 Sutherland M., Advertising and the mind of the consumer, Allen&Unwin, Crows Nest 2008.

all kinds of contaminated waste and debris. This mode of living extremely well in the concept of sustainable development, which is presented below.
Sustainable Development concept

At present, the concept of sustainable development, thanks to growing interest in this subject, it becomes a very important issue. This interest comes from many diverse areas such as scientific, political, economic or social. Sustainable development is multi-layered nature of the plane by combining
such as ecology, philosophy, culture, society, economy, politics, technology and economics. 13

The definition of sustainable development was first formulated in the report Our Common Future published by the WCED (World Comission on Environment and Development): Sustainable development is
development that meets the Leeds of the present without compromising the ability of future generations to meet their own needs14. The report also highlighted that the creation of a fully sustainable model of living, a

significant improvement in quality of life for people around the world without the overuse of Earth's natural resources, requires many different actions, but most important is the integration of these activities in three key areas15: 1. Economic growth and equitable sharing of benefits - the objective is to achieve a responsible and long-term economic growth, 2. Protecting natural resources and environment - in order to preserve the environmental heritage for future generations, should be developed rational economic solutions that will reduce resource consumption, stop pollution and the progressive degradation of the environment and save natural ecosystems, 3. Social development - responding to the main needs of mankind (work, food, education, health, water and sanitation), must be taken every effort to the richness of cultural and social diversity was not affected, and all members of the community can have free access to the instruments to shape their own future. This report has focused international attention on himself because it emphasized the rapid environmental degradation caused by the present mode of living of the inhabitants of the Earth and also formulated a demand for political campaigns which seek to ensure future generations an appropriate environment. According to this report, the environment and its state determines the survival of mankind in the future. This report has identified a phenomenon whose presence contributes significantly to the quality of life for humans and animals on the planet16: - substantial reduction in areas suitable for cultivation and transform them into a desert, - substantial reduction of forested areas, - the phenomenon of global warming which is caused by emissions of greenhouse gases into the atmosphere, - creation of the ozone hole in the atmosphere surrounding the Earth, due to the emission of industrial gases, - pollution of surface and groundwater. Our Common Future Report also focus on aspects of the separation of the economic problems of the environment. From the first definition, the concept of sustainable development was defined by many organizations. Often presented as a mission, but usually that term is interpreted in its own way by another organization that creates its definitions.

13

Starostka-Patyk M., Logistics Management of waste streams in Sustainable Development Conception, in: V. Modrak, B. lusarczyk The role of business in achieving sustainability, Presov 2010. 14 Brown D.A., Lemons J., Sustainable Development: Science, Ethics and Public Policy, Kluwer Academic Publishers, Dordrecht 2005 15 Pearce D., Barbier E., Markandya A., Sustainable Development. Economics and Environment in the Third World, Biddles Ltd, Guildford 2007. 16 Gechev R., Sustainable Development, University in Indianapolis, Indianapolis 2005.

Organisation (year) National Strategies for Sustainable Development (2000) World Wildlife Fund (1991) International Council for Local Environmental Initiatives (1994)

Local Government Board (1993)

Management

US Department of Energy (2001)

Novartis Foundation for Sustainable Development (2001) Polish Ecological Movement

Definition Sustainable Development is economic and social development that meets the needs of the current generation without undermining the ability of future generations to meet their own needs Sustainable Development means improving the quality of life while living within the carrying capacity of supporting systems Sustainable Development delivers basic environmental, social and economic services to all residents of a community without threatening the viability of the natural, built and social systems upon which the delivery of these services depends Sustainable development is reducing current levels of consumption of energy and resources and production of waste in order not to damage the natural systems which future generations will rely on to provide them with resources, absorb their waste and provide safe and healthy living conditions Sustainable Development is a strategy by which communities seek economic development approaches that also benefit the local environment and quality of life. It has become an important guide to many communities that have discovered that traditional approaches to planning and development are creating, rather than solving, societal and environmental problems. Sustainable Development involves programmed in the developing countries that directly contribute to an improvement in the quality of life of the poorest people Sustainable Development is where people provide for limitations

associated with finite planet, and independent of human rhythm of nature (...). This is a strategy to achieve a dignified life within the framework of what is physically and biologically possible. It guarantees the basic needs of present and future generations while maintaining the sustainability of the natural environment and natural diversity, both species and ecosystems"
Wackernagle and Rees (1996) Sustainable Development is the need for humanity to live equitably within the means of nature
Table 1. Sustainable Development definitions. Source: Authors elaboration on Mawhinney M., Sustainable Development. Understanding the green debates, Blackwell Publishing, Oxford 2002 and Polish Ecological Movement Report, Ekorozwj w Polsce 2002.

The principle of sustainability and the responsible use of natural resources are essentials for future generations17. Sustainable development is the idea of sustainable economic and social progress in a

fully harmonized with the environment. These are the construction of such an economic model, which is ensuring the progress of humanity, while still allowing the possibility of a better life for all without damaging the surrounding systems (ecosystem). That is reasonable and wise use of natural goods and treating with respect the surrounding environment
Sustainable Marketing

Along with the changing society, tools and traditional marketing activities are already proving inadequate. With the growing awareness of the potential buyers in the field of environmental protection and equitable economic growth and social development, most organizations have been forced to transform its operations to a more appropriate name for them has become the term "sustainable marketing". These are all marketing activities and tools which are very well fit into the concept of sustainable development. First of all, organizations need to recognize, purchasers of information and protection. They need information on how the product was manufactured (in accordance with the requirements of environmental protection), which is part of the product and
17

Grabara J., Nowakowska A., The RFID System in Aspect of Sustainable Development, in: Stefko R., Frankovsky M., Management 2008. In times of global change and uncertainty, University of Presov, Presov 2008.

whether such has been produced in accordance with the principles of Fair-Trade. Consumer protection includes all measures to ensure supply of a product does not threaten its security. The evolution of the concept of sustainable marketing is divided into three main stages: first to a balanced understanding of marketing as a marketing label that focused on key issues of environmental protection (air pollution, dwindling resources of oil and the impact of pesticides on the environment). In the next stage of marketing a sustainable focus on issues of 'clean' technology, sought to understand the consumer-oriented environmental issues and to identify socio-environmental behavior that could give rise to competitive activities. The final, third stage is a sustainable marketing that focuses on achieving the goal of creating sustainable development and sustainable economy. Sustainable economy includes all the costs of both production and consumption. 18 The concept of sustainable marketing conceals a long-term marketing organization whose impact will be best for both the organization and potential customers. Sustainable marketing activities based on five main assumptions19: Action-oriented customer - this means that the organization shall act in accordance with the buyer's point of view. Its activities are focused on intuition, serve and satisfy all the needs of specific groups of customers, both now and in the future. Organizations that apply the principles of marketing sustainable characterized by the fact that trying to provide a group of selected customers as the product meets the highest standards of quality. By perceiving the world through the eyes of the customer, the organization is capable of building long-lasting and rewarding relationships with the clients, Activities focused on the value that represents a buyer - in accordance with this assumption, the organization should devote most of their resources on building customer relationships and identify the values that it represents for the organization. Most marketing efforts focus on single activities - an advertising campaign, only cosmetic changes to the image of the product, simple direct-response ads, these actions result in increased sales of the product offered but only for a short period of time. However, in the long run will bring fewer benefits than initially increased investment in a substantial increase in product quality, its convenience, and supplements. The activities of the organization aimed at continually improving the product, which is the value for the customer, can cause that the organization will gain masses of the faithful and loyal customers. Creating value for the customer, the organization gets value from customers in return, Innovative organization - this assumption requires organizations to take action on innovation, continuously seeking methods of improving its product and marketing efforts. It is worth mentioning here that innovation, in addition to marketing, is one of the two functions performed by the company and is an innovation, in addition to marketing, bringing tangible benefits20. But here there is a risk that the organization focuses on the search for continuous improvement may lose customers to the organization that had previously launched the innovative product. Very important here is a matter of time, having suitably qualified staff are characterized by continuous and appropriate management ideas and ideas that can transform into a product characterized by innovation and reaching the needs of many customers, A sense of mission of the organization - this assumption requires the organization to define its mission in a broad concept, taking into account the social issue. As long as the mission increases the sense of security personnel of the organization. At the same time it becomes a friendly place and is gaining favorable opinions of employers to employees21, Social activities - in doing so the organization shows that it is not focused solely on their interest, that is increasing profits but also important for the needs of customers and society. The organization gives

18

Hunt s.H., Sustainable marketing, equity, and economic growth: a resource-advantage, economic freedom approach, Elsevier Ltd, Academy of Marketing Science 2010. 19 Kotler P., Armstrong G., Principles of marketing, Pearson Education, New Jersey 2010. 20 Butoracova-Sindelryova I., Stefko R., Social-Demographic Aspects of Marketing Theory Implementation into the Project Management Praxis, in: Stefko R., Frankovsky M., Management 2008. In times of global change and uncertainty, University of Presov, Presov 2008. 21 Dacko S.G., The Advanced dictionary of marketing: putting theory to use, Oxford University Press, Oxford 2008.

to know that it is aware of both the ethical and societal implications of the measures it takes22. And also that the use of so-called principles "good neighbor" is in its best interest23. Social marketing
campaigns typically work to alter an individual's perceptions and attitudes24. The targets of social marketing messages often aim at internal behavioral influences on the individual 25,

Sustainable marketing requires a strategy from organizations whose activities will benefit both the organization and society. The aim of these strategies is to change the orientation of consumers, who in addition to the need for a product, they see the environmental, social and economic benefits offered by the product by the organization. According to the concept of sustainable development, the organization is able to create an effective strategy, corresponding to sustainable marketing, through the following, various actions: promoting reconsumption, redirecting customer needs
and wants, reorienting the marketing mix and reorganizing organizational effects.

Corporate Strategy Redirection of Customer needs and wants Reorientation of the marketing-mix

Reconsumption

Reorganization

Sustainable marketing
Regulatory Mandates and Policies Participation

Reform of Production and Consumption Processes

Promotions of Programs

Government Intervention
Fig. No 2. Strategies for Sustainable Marketing Source: Authors elaboration based on Polonsky M.J., Mintu-Wimsatt A.T., Environmental Marketing: Strategies, Practises, Theory and Research, Haworth Press, NY 2007.

Reconsumption this strategy leads to changes in consumer habits. The main objective of this strategy is to reduce the consumption, because its present high level of contribution among others to reduce the Earth's natural resources together with its ability to absorb and store the waste produced in consuming,

22 23

Kerrigan F., Film marketing, Elsevier Ltd, Oxford 2010. Bowie D., Buttle F., Hospitality marketing: an introduction, Elsevier Ltd, Oxford 2004. 24 Kotler P., Lee N.R., Social marketing: influencing behaviors for good, in: Wymer W., Rethinking the boundaries of social marketing: Activism or Advertising?, Journal of Business Research, Elsevier 2010. 25 Kotler P., Social marketing in 21st century, in: Wymer W., Rethinking the boundaries of social marketing: Activism or Advertising?, Journal of Business Research, Elsevier 2010.

Redirecting customer needs and wants the main objectives of this strategy is to change customers' needs in order to create the needs that would lower the burden on our planet. In this strategy, marketing tools such as advertising and promotion are not appropriate tools to carry it out, but the use of marketing research and a full analysis of customer needs can be very useful tools in order to change the customers' needs26, Reorienting the marketing mix this strategy involves a total change in the marketing mix, from product and its packaging and ending with the promotion and advertising. The task of the organization in this strategy is to continuously emphasize the impact of the product on the environment. This strategy brings benefits in terms of positive attitude of consumers to the product, along with media and retailers. The introduction of this strategy is often associated with the change of packaging, labeling, design and product positioning, but most organizations take this action knowing that they pay off, among others positive image among all social groups27, Reorganizing an organizational effects - the strategy will require the organization to take such action as the reorganization of the entire structure of the organization, restructuring, or changing the image. The reorganization involves the introduction of the concept of sustainable development theory to the organization and familiarity with her staff. It can be concluded that as long as the methods and tools consistent with the sustainable marketing cannot be placed inside the organization, the organization will not be able to take these actions to the outside28, Regulation - the government will control and management in such a way as to minimize the negative impact the organization's activities on the environment and society, Participation - participate, and through collaboration with organizations, government can assist in the implementation of tools and then use them in accordance with the concept of sustainable development, At present, the concept of sustainable marketing is a tool which will be used to change consumer habits towards more sustainable practices such as selection of organic products or sorting garbage. May be helpful in such actions of the government, not only at national level, but also the municipal or local government, such action could include for example, free export of sorted garbage. The task of marketing is to develop a sustainable situation in which both the organization and consumers will clearly benefit.
Examples of Susiatnable Marketings Advertisments

As already mentioned the current ads reflect how people perceive the world. The main purpose of advertising was and is to promote the product in order to sell the maximum number and thus, bring as much profit organization producing the product. In today's advertising is also placed emphasis on aspects such as high product quality, sustainability and profitability of the product and its innovation. In addition to the above aspects of contemporary advertising is also characterized by: - attitude of partnership in relation to the buyer, such as a password "Together we change the world" - provide the information and offer a choice, for example, various models of cars, - improve market framework conditions, - emphasize the value of our planet, - cause the reorientation of the market for people As seen above, modern ads do not focus only on increasing the level of sales but also fulfill the function of information relating to its product. One of the ads which contributes to the concept of sustainable development is advertising of the power company Enea with Micheal Zebrowski in the lead role. Its advertising campaign is aimed at building awareness of energy Poles, it provides information about the importance of using modern energy, the spot draws attention to the significance of the energy used in everyday life. "That's what we do every day has an impact on what happens tomorrow," these words spoken by Micheal Zebrowski very clearly emphasize the core concepts of sustainable development.
26 27

Stead W.E., Garner J., Starik M., Sustainable strategic marketing, M.E. Sharpe Inc.,NY 2004. Grant J., The Green marketing Manifesto, John Wiley&Sons, Cornwall 2007. 28 Taori K., Sustainable human development: issues and challenges, Concept Publishing Company, New Delhi 2000.

Another example of advertising is Starbucks ad. The ad highlights the source of Starbucks coffee sourcing of coffee, uses the services of suppliers and manufacturers who keep growing coffee in accordance with the principles of environmental protection and ethics (Fair Trade and responsible cultivation practices). It also works with small growers operating on Fair Trade coffee plantations. Fair Trade stamp is used in any advertising, coffee, by the badge communicates that the organization obtains its products in accordance with the requirements of environmental protection, economics and the economy. The Levi's apparel company advertises its products as clothes sewn with organic cotton and the principles of Fair Trade. In their advertising stresses that the cotton used to sew clothes comes from plantations that are grown in accordance with the guidelines for the protection of the environment in which employees are adequately rewarded for their work and the final product is 100% biodegradable. For a short period of time the mobile operator Orange was emitting a phone ads, which will load the battery with the sunlight. This phone was advertised as an ecological unit, unlike most phones, it did not have batteries that do away with the environment causes a lot of trouble. Unfortunately, this ad was broadcasted on Polish television for a very short period of time, probably due to the fact that potential customers of mobile operators mainly look at the amount offered to the subscription, the amount of free minutes on a subscription or phone model available for a "penny." Based on this proposal can be derived that customers treat the phone as a device with such a small impact on the environment that this issue should not be taken into consideration when choosing the right phone model. Also in car advertisements may notice a return, more and more companies produce models of hybrid cars using electric propulsion (Toyota Prius has been a pioneer in this type of cars) as a vehicle fully environmentally friendly. But, unfortunately, hardly anyone points out that at the time of transition to combustion, hybrid auto slept a lot more fuel per 100km than a traditional auto. However, due to depleting oil resources and the technological advances these cars will be an increasingly important part of the passenger car segment and, consequently, advertising cars undergo complete metamorphosis. Today's ads seek to fully respond to the current lifestyle, as more and more people want to live in an environmentally sound manner, taking action to raise the standard of living while caring for the environment, as well as having an economic dimension and a positive economic impact will be felt well for future generations.
Conclusion

Marketing is an activity occurring in any organization, both smaller and larger. From its structure and activities undertaken by it depends on the growth and success of any organization. Marketing in the concept of sustainability is young, which only in recent years has gained in importance. Its essence is contained in the action, which, along with activities which are typical of traditional marketing, which acts in some way fit into the whole concept of sustainable development. By taking some action, the organization will examine how to shape the outcomes of actions taken on the environment, society and economy of the whole country. Since the ad is one of the basic components of marketing, it also must enter in the above areas. A well-composed and properly conducted an advertising campaign that can make the advertised product is not only environmentally but also brings tangible benefits to the economy and society. Thus, the organization producing the product is seen as socially responsible, caring for the environment and benefit the economy of the country.
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