Marketing Objective: Understand characteristics of effective marketing.
Dec 23, 2015
Marketing Objective: Understand
characteristics of effective marketing.
Why do businesses need to market?
Why Market? O To sell items or
services that your business offers
O To generate both sales and profits and generate them in quantities greater than could be expected without marketing
Types of Marketing
1. Advertising 2. Promotion 3. Publicity & Public relations
Advertising O Focuses public
attention on products or services that are for sale
O Examples:O Purchased space
in print media, websites, billboards
O Purchased time on broadcast media
Promotion O Establishes good will
and to further the growth of the business
O Examples:O Sponsoring clinics or
shows O Sending cards,
newspaper clippings, or gifts to customers on special occasions
Publicity & Public Relations
O Bring the business and staff to the attention of the public to generate a favorable opinion
O Examples:O Writing articles for
print media O Being a guest speaker
at a garden or civic club
O 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 Advertisi
ng
So What’s the Difference?
Immediate Response
Advertising Attitude
Advertising
O Used if you want IMMEDIATE or SEASONAL business
O NowO Holiday flowers,
home landscaping, spring annuals
O Used if you want customers to keep in mind your business for FUTURE purchases
O Later O Advertising on a
regular basis about products/services
Got It???O Complete a Venn Diagram to
COMPARE & CONTRAST Immediate Response Advertising
And Attitude Advertising