12 1 Advertising

Floral DesignAdvertising

Plant: Paperwhite - Narcissus

Term: Advertising

Paperwhite

• Genus: Narcissus• Availability: November – March• Color White• Fragrant, forced into bloom as a potted plant,

prefers cooler temperatures• Small mass flower – clustered flower head is

used to add mass• Longevity – 3-5 as a cut flower, longer as a

potted plant• Usually not sold as a cut flower

Advertising

• Paid promotional activities. Supplying information to the public to induce people to buy a product.

Planning for advertising

• Any plan should address the following stages: – Who is the potential TARGET AUDIENCE of the

advert? – WHAT do I wish to communicate to this target

audience? – Why is this message so IMPORTANT to them? – What is the BEST MEDIUM for this message to take– What would be the most appropriate TIMING? – What RESOURCES will the advertising campaign

need? – How do we CONTROL our advertising and monitor

success?

Media

• Websites: Local

• Newspaper

• TV

• Radio

• Billboards

• Magazines

• New Media - texting

Branding• Strategy to differentiate products and companies, and to

build economic value for both the consumer and the brand owner.

A brand is a logo A brand is a company - Coca-Cola. A brand is a risk reducer - familiarity A brand is a personality, beyond function: Ipod

vs MP3 A brand is a cluster of values, - Banana Republic A brand is added value - Mercedes A brand is an identity or image - Volvo A brand is a relationship - Chipotle

Signage

• 1st impressions are everything

• 4-10 sec to convey your message

• Message can’t convey everything

• Most important:– Name of the Company– Idea of what they sell

• Not a list

– Feeling generated by the image

Schedule

• Display case finish as soon as possible• Budvases Wednesday• Holiday arrangements due Thursday for Mrs.

Parks – order flowers today• Friday & next week: make arrangements to sell

& decorate building• Next Tues – Thurs: Fruit sale & make garlands &

arrangements, make sale signs• Next Friday – Holiday Open House – help

shoppers