SEASONAL PATTERN OF ADVERTISING OF SEED COMPANIES IN POLISH HORTICULTURAL MAGAZINES

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

ABSTRACT

Out of agricultural and horticultural magazines edited on the Polish market, in which vegetable crops has been a dominating subject, Hasło Ogrodnicze (HO) and Owoce Warzywa Kwiaty (OWK) were selected. When selecting a magazine, the criteria of presence on the market, number of copies and topics, were taken under consideration. In the selected magazines, in the years 2001-2003, the monthly pattern of number and size of advertising spots and articles of seed companies was investigated. It was found out that both number and size of the advertising had a seasonal pattern and was related with the time of selling seeds and the time of the International Agro-horticultural Fair “POLAGRA”. The pattern was also affected by public relations activities undertaken by the biggest foreign companies and their representatives.

Key words: horticultural magazine, advertising, seed company, promotion, seed marketing.

INTRODUCTION

The printed spots have been the most popular and important form of advertising policy of seed companies [3, 5]. An important place of this advertising has been horticultural magazines [4]. One of the activity characters of seed companies has been their seasonal pattern [6]. The main goal of the carried out investigations was to find out in what extend the seasonal pattern affects the advertising policy in the horticultural magazines.

MATERIAL AND METHODS

Out of agricultural and horticultural magazines edited on the Polish market, in which vegetables crops has been a dominating subject, two were selected addressed to the professionals. When selecting magazines, the following criteria were taken under consideration: presence on the market, number of copies and topics. In the selected magazines, in the years 2001-2003, the monthly pattern of number and size of advertising spots and articles of seed companies was investigated. The received data were collected for each year separately, and then the mean values were calculated.

RESULTS

As a result of carried out analysis of the Polish press market of agricultural and horticultural magazines, two most important, orientated for professional gardeners, were selected. These were: Hasło Ogrodnicze (HO) and Owoce Warzywa Kwiaty (OWK) (tab. 1). The characteristics of these magazines are given in the table 2.

The advertising activity of seed companies in the investigated magazines was different in the individual months (fig. 2 – 5). The number of the emitted advertising spots was closely connected with the area taken by them. The highest number of advertising spots was published in the first quarter of the year (mainly in March), although in January there were big differences amongst the investigated years. This came from the fact that in January the plant protection programmes are usually published. If it is connected with vegetables, it increases the number of advertising spots from seed companies in the given issue. Since April, in turn, the number of advertising spots from seed companies in HO and OWK was decreasing. The lowest number of them was found for the period from May until August. In September, the number was going up again, and then followed by a drop in October and November. In December, the number of advertising spots increased again. The number and size of advertising spots was closely correlated with the seasonal pattern of selling seeds. This, in turn, is affected by sowing times of the individual vegetable species and vegetable groups. The increase of advertising activity of seed companies in September is connected with the biggest International Agro-horticultural Fair “POLAGRA” – usually taking place in October.

The recorded increase of advertising activity in the studied magazines in December and January was connected, in turn, with Christmas and New Year wishes submitted with spots of the biggest foreign seed companies. They were then public relation orientated activities.

DISCUSSION

One of the elements affecting seasonal pattern of advertising spots of vegetables and seed companies in the Polish horticultural magazines was a seasonal activity of seed companies as mentioned earlier by Hołubowicz and Bralewski [6]. This is in agreement with the opinion of Kall [7], who claims that a seasonal product should also be advertised in a seasonal pattern with a main point before the selling peak. Kotler et al. [8] say that most firms adjust the emission of advertising spots in magazines to their cycle of product selling giving them therefore a seasonal pattern.

The seed companies advertising spots, i.e. without advertising any products, also affected the seasonal pattern of advertising spots and their emission in December and January. They were connected then with Christmas and New Year wishes sent to the company’s clients. As mentioned by Sabat and Miernik [9] this kind of advertising spot is emitted to create a positive picture of the company. It comes then from public relations activities and it enforces the company’s competitiveness to other companies.

CONCLUSIONS

According to the research, following conclusions can be formulated.

1. The most important magazines orientated for professional gardeners, when taking under consideration presence on the press market, number copies and vegetables crops as one of the main topics were: “Hasło Ogrodnicze” (“HO”) and “Owoce Warzywa Kwiaty” (“OWK”).

2. Advertising spots and articles of seed companies were published there in a seasonal pattern.

3. Number and size of advertising spots and articles was closely correlated with the season of selling seeds and the time of the International Agro-horticultural Fair “POLAGRA”.

4. The public relations activities undertaken by the biggest foreign seed companies and their representatives also affected the seasonal pattern of advertising activity in horticultural magazines.

REFERENCES

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