How Green Advertising Works: When creating environmentally focused marketing campaigns, the strategies are similar to evaluating new products. Target markets and consumer priorities are very different between those who care about the environment and those who don't. To motivate consumers to care for the environment, companies use the affective approach and show beautiful environments and use breathtaking images to create emotional connections between a product and the environment. Another approach is to educate consumers using statistics to tap into cognitive sensitivity to convince the public that a product makes a difference. The effectiveness of both strategies depends on the product advertised, the history of the brand and the appropriateness of the medium. For affective marketing, focusing on the consumer's emotions creates strong and persistent attitudes over time. Consumers tend to embrace brands that have similar levels of emotional investment in a particular cause. In the case of green products, consumers would choose a company that has a similar level of investment towards the environment. Advertisements such as Ford's "eco boost technology" with very little description of what that technology is serve as a subtle phrase to increase emotional response and accusations towards the brand and the environment (Hoyer, 2013). To appeal to the cognitive reasoning of the consumer, companies use facts and figures relating to emissions, impact on the planet and highlight characteristics such as biodegradability. The cognitive approach appeals to consumer sensibilities and is effective for high-effort products such as cars and appliances. External organizations such as EPA, Energy...... middle of paper ......Learning, 2013. Print.Mishra, P., & Sharma, P. (2012). Green Marketing: challenges and opportunities for businesses. JournalOf Marketing & Communication, 8(1), 35-41. Print.Murali, R.R., & Kumudhini, R.R. (2013). ECO-MARKETING AND ECO-LABELING: A STUDY ON CONSUMER AWARENESS OF ECO PRODUCTS IN CHENNAI. Indian Streams Research Journal, 3(7), 1-7.Ondrey, G. (2008, April). Go green, but be realistic. Chemical Engineering. P. 5. Print.Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). AVOIDING THE MYOPIA OF GREEN MARKETING.(Cover article). Environment, 48(5), 22-36. Print.Todd, A. (2004). THE AESTHETIC TURNING POINT OF GREEN MARKETING. Ethics and Environment, 9(2), 86-102. Weng, M., Ting, D., Sim, C., Hew, K., & Cheong, K. (2013). Understand the influence of GreenMarketing strategies on consumer perception and decision making. Business Research Review, 13(2). Press.