... McGraw Hill, Boston, Massachusetts -24- APPENDIX A Advantages and Disadvantages of Various Advertising Media Medium Newspapers Advantages • Your ad has size and shape, and can be as large as necessary ... APPENDIX A 25 Developing a Strategic Marketing Plan for Horticultural Firms Gerald B White and Wen-fei L Uva1 A marketing plan is essential for every horticultural business and ... image products (fine wines), and products for special occasions (flowers for a funeral) However, as a practical matter, elasticity data is usually not available to horticultural firms Qualitative...