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The advertising message was basically, use this eco-light and save the planet.
廣告?zhèn)鬟f的信息基本上是，使用環(huán)保燈，保護地球。
But that message wasn't effective.
但這個信息并沒有什么效果。
Research shows that consumers don't want to let go of any traditional product attributes, like convenience, price and quality, even though surveys indicate that almost everybody cares about the environment.
研究表明，盡管根據(jù)調(diào)查，幾乎每個人都關(guān)心環(huán)境，但消費者不愿意放棄傳統(tǒng)產(chǎn)品的好處，像方便性，價格和質(zhì)量。
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.
所以那家公司重新推出環(huán)保燈，傳達(dá)了新的信息，強調(diào)環(huán)保燈能節(jié)省開支，降低電費開銷，且使用壽命達(dá)到好幾年。
So it's good for the Earth, cost-effective and convenient because it doesn't have to be changed every few months.
所以這對地球來說是好的，而且省錢，方便，因為不需要每隔幾個月就更換。
This ad campaign worked like a charm.
這次的廣告就像魔咒一樣管用。
Something else, uh, the company that makes the eco-light, researchers would consider it an extreme green company, not only because its products are energy-efficient , but because the company tries to reduce its environmental impact in other ways too.
還有別的，研究人員認(rèn)為，這家制造環(huán)保燈的公司是一家非常環(huán)保的公司，不僅是因為其產(chǎn)品節(jié)能，還因為這家公司努力在其他方面減少對環(huán)境的影響。
Like in addition to selling Earth-friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials.
除了賣環(huán)保產(chǎn)品以外，公司的辦公室和工廠都采用節(jié)能設(shè)計，并使用了各種再生材料。
A company that only recycles office paper, researchers would classify as a "lean green company".
一家只是回收辦公用紙的公司，研究人員將其分類為“精益環(huán)保公司”。
And there are other degrees of greenness in between.
在兩者中間還有不同程度的環(huán)保。
So if your green marketing strategy's gonna work, your message should be valid on all dimensions.
如果你的綠色營銷戰(zhàn)略會起作用，你的信息必須在各方面都有效。
When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty.
當(dāng)一家公司作為一個整體，因減少對環(huán)境的影響受到表揚時，會產(chǎn)生品牌忠誠度。
People will come back and buy your product more and more.
人們會回頭買更多你的產(chǎn)品。
However, let's say you're fined for violating the Clean Water Act while manufacturing products from recycled materials, the public would eventually find out.
但是，假如你在用再生材料生產(chǎn)產(chǎn)品時，因違反了《凈水法》被罰款，大眾最終會發(fā)現(xiàn)的。
You can't just make the claim that a product is environmentally friendly and not follow through on.
你不能僅僅宣稱產(chǎn)品時環(huán)保的，但不將環(huán)保貫徹到底。
