EJPAU 2005. Bralewski T. , Hołubowicz R. IMPORTANCE OF DIFFERENT FORMS OF ADVERTISING SPOTS IN PROMOTION ACTIVITIES OF POLISH HORTICULTURAL SEED COMPANIES

Electronic Journal of Polish Agricultural Universities (EJPAU) founded by all Polish Agriculture Universities presents original papers and review articles relevant to all aspects of agricultural sciences. It is target for persons working both in science and industry,regulatory agencies or teaching in agricultural sector. Covered by IFIS Publishing (Food Science and Technology Abstracts), ELSEVIER Science - Food Science and Technology Program, CAS USA (Chemical Abstracts), CABI Publishing UK and ALPSP (Association of Learned and Professional Society Publisher - full membership). Presented in the Master List of Thomson ISI.

2005
Volume 8
Issue 4

Topic:

Horticulture

ELECTRONIC
JOURNAL OF
POLISH
AGRICULTURAL
UNIVERSITIES

Bralewski T. , Hołubowicz R. 2005. IMPORTANCE OF DIFFERENT FORMS OF ADVERTISING SPOTS IN PROMOTION ACTIVITIES OF POLISH HORTICULTURAL SEED COMPANIES, EJPAU 8(4), #05.
Available Online: http://www.ejpau.media.pl/volume8/issue4/abs-05.html

IMPORTANCE OF DIFFERENT FORMS OF ADVERTISING SPOTS IN PROMOTION ACTIVITIES OF POLISH HORTICULTURAL SEED COMPANIES

Tomasz W. Bralewski, Roman Hołubowicz
Department of Horticultural Seed Science and Technology, August Cieszkowski Agricultural University of Poznan, Poland

ABSTRACT

In the years 2001-2003 the advertising policy of the 7 most important horticultural seed companies in Poland was investigated. The companies used both advertising spots in newspaper, horticultural magazines, catalogues, leaflets, brochures and posters and commercials (in radio and TV) as well as the Internet and other forms of advertising. The individual forms of advertising became a part of the company’s promotion campaign in different time. At the beginning it was based solely on the advertising printed spots, then included the commercials and the Internet. The advertising in printed spots (except daily newspapers) was more effective than the commercials emitted in radio and TV. The most important (effective) in the companies’ advertising policy were spots in horticultural magazines, then followed by catalogues, leaflets, brochures and posters. The least effective in terms of advertising were spots in daily newspapers, the Internet and other forms of advertising.

Key words: advertising, promotion, seed marketing, horticultural ceed companies, commercial, catalogue, leaflet.

Tomasz W. Bralewski
Department of Horticultural Seed Science and Technology,
August Cieszkowski Agricultural University of Poznan, Poland
Baranowo, 62-081 Przezmierowo, Poland
email: twbseed@interia.pl

Roman Hołubowicz
Department of Horticultural Seed Science and Technology,
August Cieszkowski Agricultural University of Poznan, Poland
Baranowo, 62-081 Przezmierowo, Poland

Responses to this article, comments are invited and should be submitted within three months of the publication of the article. If accepted for publication, they will be published in the chapter headed 'Discussions' and hyperlinked to the article.