Objective: Understand characteristics of effective marketing.

Why do businesses need to market?

Why Market? To sell items or services that your business offers To generate both sales and profits and generate them in quantities greater than could be expected without marketing

Types of Marketing Advertising Promotion Publicity & Public relations

Advertising Focuses public attention on products or services that are for sale Examples: Purchased space in print media, websites, billboards Purchased time on broadcast media

Promotion Establishes good will and to further the growth of the business Examples: Sponsoring clinics or shows Sending cards, newspaper clippings, or gifts to customers on special occasions

Publicity & Public Relations Bring the business and staff to the attention of the public to generate a favorable opinion Examples: Writing articles for print media Being a guest speaker at a garden or civic club Supporting recreational teams

So what’s the big difference? Major differences are that ADVERTISING pays for space or time to sell a product or service, PROMOTION does things to develop good will, and PUBLICITY AND PUBLIC RELATIONS do things to bring the business to the public’s attention in a favorable way.

Look for Landscape Marketing Create a display of different forms of landscape marketing. Be sure to clearly describe what category of marketing each example falls under…Advertising, Promotion, or Publicity & Public Relations Advertising Promotion Publicity

Take a look at the following pictures…what do you think the seller’s goal is?

Immediate Response Advertising

Attitude Advertising

So What’s the Difference? Immediate Response Advertising Attitude Advertising Used if you want IMMEDIATE or SEASONAL business Now Holiday flowers, home landscaping, spring annuals Used if you want customers to keep in mind your business for FUTURE purchases Later Advertising on a regular basis about products/services

Immediate Response Advertising Got It??? Complete a Venn Diagram to COMPARE & CONTRAST Immediate Response Advertising And Attitude Advertising