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| Publication Type:
| Proceedings |
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| Author(s): | Haydu, John J. |
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| Author Affiliation: | Assistant Professor, Turf & Ornamentals, University of Florida, IFAS |
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| Title: | Advertising as a marketing tool for consolidating lawncare and sod customers |
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| Meeting Info.: | Tampa, FL: October 8-11, 1989 |
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| Source: | Proceedings of the Florida Turfgrass Conference. Vol. 39, 1991, p. 104-108. |
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| Publishing Information: | Orlando, FL: Florida Turfgrass Association |
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| # of Pages: | 5 |
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| Keywords: | TIC Keywords: Lawn care industry; Sod industry; Business management; Economic impacts
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| Abstract/Contents: | "Today advertising is the principal tool businesses use to communicate to prospective or current clients. Advertising is everywhere; it comes in so many shapes, forms, and with such frequency that at times we feel overwhelmed by it. But it is used ubiquitously because it works...Advertising is certainly no panacea for profitability, but it can be surprisingly effective when used properly. Advertising should be thought of as a tool, and this means that it should be used for the purpose it was designed for...There are two points related to advertising that require emphasis. First, advertising should be viewed as an investment in your business. Like any financial venture, you should expect a return on that investment roughly equal to the risks you face. In other words, don't advertise merely because you think you shoud, or because everyone else is. Rather, the impetus behind advertising should lie with the the tangible financial benefits your business receives. Otherwise, there really isn't much point to the effort...A second point to remember is that, before investing in an advertising program, particularly a costly one, have a clear idea what type of message you wish to communicate. Advertising has three major functions: (1) to inform (2) to persuade (3) to remind. A common mistake is to group these three functions under one umbrella program. Because each function has a different objective, distinguishing between them will make your message more focused and, consequently, clearer and more effective." |
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| Language: | English |
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| References: | 0 |
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| ASA/CSSA/SSSA Citation (Crop Science-Like - may be incomplete):
Haydu, J. J. 1991. Advertising as a marketing tool for consolidating lawncare and sod customers. p. 104-108. In Proceedings of the Florida Turfgrass Conference. Tampa, FL: October 8-11, 1989. Orlando, FL: Florida Turfgrass Association. |
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MSU catalog number: SB 433 .F53 |
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