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ADVERTISING AND PROMOTION
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Topic: Advertising
Sort Desciption: Advertising and. promotion refer to activities undertaken .... Advertising and Promotion. 1995. 3. a. Classified ads in the food or for ...
Content Inside: Advertising and Promotion 1995 1 ADVERTISING AND PROMOTION by Douglas Dunn 1 Y ou may have the finest product and the most attractive prices but if potential customers dont know about your business your chances of success are limited. Advertising and promotion refer to activities undertaken to increase sales or enhance the image of a product or business. Advertising is used primarily to inform the potential customer of (1) the availability of prod- ucts or services (2) when they are in season (3) where you are located and (4) anything special about your product. Promotional activities are important for maintaining customer traffic throughout the market seasonused early in the season to draw customers to your busi- ness and during the season to maintain customer traffic levels during slow peri- ods. Unfortunately the benefits of advertising and promotion for direct farm marketers have yet to be consistently demonstrated. Promotion of farm products appears to be effective in some cases but not in others. The potential for successful advertising and promotion is increased when products are clearly differentiated are of exceptionally high quality are very seasonal in nature or are new offerings. Research conducted on direct farm mar- keting indicates that advertising with emphasis on product freshness and qual- ity is more likely to move produce than price cutting. How much should you spend? It is con- sidered good business in retail marketing to spend 2 to 3 percent of gross sales for advertising. A 1985 survey of direct farm marketers in the mid-Atlantic states showed that producers spent an average of 3 percent of sales on advertising. You may find you cannot afford to do as much advertising as you would like. Therefore it is important to set priorities. A scattered shotgun approach with limited funds usu- ally ends up with poor results. It is impor- tant to plan your advertising program otherwise you may fritter away your hard earned dollars. Know yo ...
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Host: www.adassoc.org.uk
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