Advertising


 Expenses on advertising by type of media are shown in Table 12. Overall, advertising
budgets represented 1.9 percent of sales. Trade shows were the most important form of advertising,
representing 35 percent of total dollars spent. Yellow pages accounted for 18 percent, and trade
journals for 13 percent of advertising budgets. Newspapers, catalogs, newsletters and flyers, and
other forms of advertising each held about 8 percent of advertising expenditures. Radio and
billboards were not used at all. Small firms used yellow pages and other advertising media to a
greater degree (51%, 26%). Very large firms relied less on trade shows (18%), and more heavily on
printed media for advertising, with newspapers and trade journals accounting for 28% and 19%,
respectively.

 Table 12--Advertising Budget by Type of Media and Firm Size Class,
 104 woody ornamental nurseries in Florida, 1988.

 Media Type Small Medium Large Very Large Total
 ----------------------------------------------------------------
 -----------------1,000 dollars------------------
 Yellow Pages 249 46 101 26 422
 Trade Shows 27 231 508 51 817
 Newspaper 17 20 78 79 193
 Trade Journals 27 66 160 53 305
 Catalogs 13 43 116 28 199
 Newsletters/flyers 31 44 96 29 199
 Other 127 6 50 14 197
 ------------------------------------------------
 489 456 1,108 280 2,332

 -----------------percentages--------------------
 Yellow Pages 50.8% 10.1% 9.1% 9.4% 18.1%
 Trade Shows 5.5% 50.7% 45.9% 18.3% 35.0%
 Newspaper 3.4% 4.4% 7.0% 28.2% 8.3%
 Trade Journals 5.4% 14.4% 14.5% 18.9% 13.1%
 Catalogs 2.6% 9.5% 10.4% 9.8% 8.5%
 Newsletters/flyers 6.3% 9.6% 8.7% 10.3% 8.5%
 Other 25.9% 1.3% 4.5% 5.1% 8.4%
 ------------------------------------------------
 100.0% 100.0% 100.0% 100.0% 100.0%



 Business, Manager & Employee Characteristics

Business Organization

 As indicated in Table 13, the predominant form of business organization in the woody
 ornamentals industry was the corporation (73%). Twenty percent of responding firms were
 proprieterships, and 6 percent partnerships. Most of the proprieterships were accounted for by small
 firms, with 37 percent of firms within this group.