1. Objective: Understand characteristics of effective marketing.

2. Why do businesses need to market?

3. 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

4. Types of Marketing
Advertising
Promotion
Publicity & Public relations

5. 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

6. 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

7. 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

8. 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.

9. 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

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

11. Immediate Response Advertising

12. Attitude Advertising

13. 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

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