May 2 - New Rules of Green Marketing
Eco-Innovation

Ottman defines eco-innovation as "innovating at the concept stage, or developing entirely new products and services (including materials and technologies) capable of performing the same function as existing ones only with significantly less environmental impact." Essentially eco-innovation is going back to the drawing board to change the base level issues to be more environmentally sound. I definitely agree with this definition. In order to make these innovations happen we must go back to square one in order to evoke any change.
Advertising and innovation can go hand in hand or can remain completely separate. Sometimes a company may innovate something new and then need to advertise it after the fact. Other times a company may be looking for a change and advertisers may point out a place where they need to go back and make a change at the beginning.