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Title: The communication effectiveness of government-sponsored environmental advertising in a newly industrialising economy : the case of Hong Kong, China
Authors: Lau, LB
Keywords: Environmental advertising
Governmental communication management
Industrializing economy.
Issue Date: 2009
Publisher: World Business Institute
Source: International review of business research papers, 2009, v. 5, no. 2, p. 253-272 How to cite?
Journal: International review of business research papers 
Abstract: The present study is aimed at assessing the communication effectiveness of environmental TV commercials recently launched by the Hong Kong government. Overall, communication effectiveness is seen to decline as viewers travel up the communication hierarchy. Specifically, the findings indicate a very high awareness of the tested environmental commercials, an outcome probably derived from the ingenious use of the appropriate endorsers. The majority of the viewers under study also strongly agree with the advertised claims (i.e. high comprehension) and perceive them favorably (i.e. positive attitude). Disappointingly, these encouraging cognitive and affective responses do not appear to be effectively channeled to a desired level of intention/action tendency. To improve the communication effectiveness at the conative level, the government needs to reconsider its current environmental promotion strategies which focus largely on awareness creation. Moreover, to make the performance of eco-friendly activities more feasible and economically justifiable, the government needs to adopt more facilitating measures through legislation and investments in the supporting infrastructures. Lastly, the present study also shows that communication effectiveness varies with message specificity of the commercials and hints at the superiority of using specific message to generate action tendency.
ISSN: 1837-5685
EISSN: 1832-9543
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