marketing objective: understand characteristics of effective marketing

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