Republic of the Philippines

Department of Education
Region V SHS
Division of Sorsogon

PRINCIPLES OF MARKETING
Quarter 4, LAS 11, Week 11
Promotion and the Different Promotional Tools

Name of Student: __________________________________________________

Learning Area-Grade Level: ________________________________________
Date: _________________________________________

I. Introductory Concept

This activity sheet was designed and written with you in mind. It is here to help you
master the subject Principles of Marketing. The scope of this module permits it to be used
in many different learning situations. The language used recognizes the diverse
vocabulary level of students. The lessons are arranged to follow the standard sequence of
the course.
II. Learning Competencies

define and identify relevant promotional tools, namely, advertising, sales promotion,
personal selling, public relations, and direct marketing to create awareness and persuade
the target market to buy the product or patronize the service. (ABM_PM11-IIae-19)
After going through this Learning Activity Sheet, you are expected to:
1. Understand the meaning of promotion, and the different promotional tools.
2. Discuss the difference between promotion and advertising.

III. Activities

A. LET US STUDY

Promotion and the Different Promotional Tools

Marketing is often equated with advertising. But as you hopefully know by now,
advertising and promotions in general are just part of the marketing mix in fact, promotions
are the fourth P’s of marketing mix, and covers matters such as advertising, sales promotions,
personal selling, public relations strategies. In short, these are the most direct communication
elements available to a marketer.

Advertising and promotions constitute the overt forms of communication for a

product that involve the use of various media to deliver messages to the market in order to
achieve business objectives. Because different kinds of media may be employed in order to
push a message to consumers, the portfolio of media is referred to as the promotions mix.

Traditionally, the promotions mix was composed of advertising, sales promotions,

public relations, and personal selling. Today, however, the promotions mix, has been updated
in order to reflect new realities in the communications environment.
 Today’s promotions mix consists of above-the-line communications, which refer to
the traditional mass media vehicles of print, radio and television, and below-the-line
communications, which refer to more targeted, smaller scale executions including the use of
social media. Increasingly, many campaigns now combine the two in what is called through-
the-line communications, often involving the use of mass media to encourage consumers to
visit below-the-line channels.

The purpose of promotions is to elicit a change in behavior. Of course, getting people

to buy your product, when previously they did not, constitutes a change in behavior. But he
behavioral objective need not be this abrupt. Often, consumers first need to be primed in order
to allow them to collect positive feelings toward the product, before finally getting them to
actually purchase it.

Promotion- it is an activities or a series of activities that are intended to boost the sales of a
product or service, usually short-term.

Two types of Promotions

1. Trade promotions- are intended for marketing intermediaries such as retailers. The
purpose of trade promotions is to encourage the intermediaries to increase purchases, to stock
a particular product, to accelerate purchases or payments for purchases, or to extend
preference towards a particular brand.

Examples of trade promotions are 10+1 (if a retailer orders ten cases of a product, the
manufacturer delivers 11 case but does not charge for the extra case), giving retailers free
store signage’s to carry a specific product brand, and contests among participating retailers.
Trade promotions “push” products to the retailers or trade outlet.

2. Consumer promotions- are intended for consumers. The purpose of consumer promotions
is to induce product trial, encourage brand switching, or reward consumer patronage.

Advertising- may be defined as any paid form of non-personal presentation and promotion of
ideas, goods, or services, by an identified sponsor.

Brand awareness- is the extent to which consumers are familiar with the distinctive qualities
or image of a particular brand of goods or services.

Types of Media and Techniques Used in Advertising

1. Radio- a viable advertising vehicle in the Philippines since 1922, radio is the most
accessible media. Philippines radio stations broadcast in either the AM or FM brands, with
AM stations broadcasting mostly talk, news, or opinion programs On the other hand, FM
stations primarily broadcast music, with each radio station specializing on a particular type,
such as classical, hip-hop, rock, or pop.

2. Newspapers- newspapers circulating in the Philippines constitute one of the most viable
media for advertising, if the advertiser would like to reach a great number of urban dwellers
and a wide variety of audience. Unlike the other types of media, a lot of advertising
information can be accommodated in a small newspaper advertising space.

3. Consumer Magazines- are purchased by certain types of buyers depending on the nature
of the magazine. Metro magazine, for instance, are read by young professionals and those
with sufficient income to be able to afford its high-end price.
Among the advantages of magazines are:
a. It can be passed on to other readers
b. Its low cost of advertising per thousands of prospects reached
c. It reaches a specialized audience.

4. Television- provides a powerful combination of visual and audio effects to the audience.
Just imagine the difference between a live radio broadcast and a live telecast of a boxing
spectacle like that of Manny Pacquiao.

Television’s main disadvantages, however, are the high costs involved, and the limited
information format (a TV ad, like the radio ad must not be longer than 60 seconds).

5. Outdoor Advertising- consists of posters, painted bulletins, and spectaculars. Posters are
the least costly, while spectaculars are the most expensive. A very important aspect of
outdoor advertising is the choice of location where visibility is a must.

6. Direct Mail- is the most selective of all media forms. It reaches only the individuals and
organizations the advertiser wishes to contact. Direct mail contains information which may be
in the form of postcards, letters, leaflets, folders, booklets or catalogs. The disadvantage of
direct mail is that costs are high per prospect reached.

7. Cable TV- are those which are attached to subscriber’s homes to the exclusion of all
others. As subscribers belong to a specialized group, cable TV can be useful in advertising
special products. The main drawback of Cable TV, however, is its limited coverage.

8. Yellow Pages- The yellow pages of directories (like the telephone directory) are widely
used by national and local advertisers. This medium is especially useful to buyers who have
already made a decision to buy products or services but do not know where to buy them.

The cost per advertisement page is low compared to other media Its main disadvantage,
however, is that it is a passive form of advertising and the message is dormant until the
prospect lifts the pages of the directory.

9. Transit advertising- consists of those that appear inside and outside of buses. It is less
costly but it is also less discriminating. It can be read by just any other person, prospects and
non-prospects.

10. Point-of-Purchase- refers to those appearing in outlets where goods are sold. They are
most often used by national advertisers for the purpose of selling their goods through retail
outlet. Point-of-purchase advertising is varied in terms of material, size, construction, and
design.

11. Internet- is a global network of networks linking millions of users and as such, offers
many possibilities for the advertiser. Many companies have already put up their own home
pages which serve as a form of advertising that the audience seeks.

12. Cellphones- are tools of electronic communication using two forms: the spoken word and
the text (or Short Messaging Service). The SMS is currently used by some firms to advertise
their products such as movies and entertainment. The cellphone is an inexpensive medium for
advertising, but it cannot select its audience.

Public Relations
- Is a form of promotion designed to favorably influence attitudes toward an organization, its
products, and its policies. The purpose of public relations is to build or maintain a favorable
image for an organization with its customers, prospects, stockholders, employees, labor
unions, the local community, and the government.
Public relations consist of two components: publicity and public affairs.

Publicity- is the generation of news about a person, product, or organization that appears in
broadcast or electronic media. It is usually achieved by planting commercially significant
news about the product or service in a published medium or obtaining favorable presentation
of the product or service upon radio, television, or stage. Publicity is most often used in
promoting a film and its star, or a new record release and its singer.

Forms of Publicity

1. News release- is a brief memo or report containing news information, such as the
announcement of a new product, or change in management. The purpose of news release is to
inform a newspaper, radio station, or other medium, of an idea for a story.

2. Press agentry- is the planning and staging of an event in order to generate publicity The
tools of press agentry are:

a. Press kits- which contains information about the event and key information for publication
in news stories. These may include product samples, background information and product
brochures, and other information that will help the news writer in writing an article about the
event or the organization.
b. Speaker’s bureaus- which are actually listing of company officials who will speak at civic
and industry events.

Public Affairs- is that part of public relations that deals with community groups.

Two types of Public Affairs

a. Lobbying- is the attempt to persuade a government official or governing body to adopt

policies, procedures, or legislation in favor of the lobbying group or organization.
b. Community involvement- is that type of public affairs which undertakes company
participation in community activities like sponsoring a sports event, a musical show, or
scholarship programs.

Sales Promotion- is a short-term inducement of value offered to arouse interest in buying a

good or service. It is offered to the middleman or to the final consumer.

Sales Promotion Methods

1. Consumer sales promotion- techniques encourage or stimulate consumers to patronize a

specific retailer or to try a new product.
2. Trade sales promotion- stimulates wholesalers and retailers to carry a firm’s product and to
sell it aggressively.

B. LET US PRACTICE

Exercise 1. Direction: Write PROMOTION if the statement is TRUE, and write

ADVERTISING if it is FALSE. Write the correct answer on the blank provided at the left
side of the paper.

_____________1. Advertising is one of the means used to motivate people to patronize a

certain product.
_____________2. Direct-mail consists of those that appears inside and outside the buses.
_____________3. Public relations consist of two components; publicity and public affairs.
_____________4. Public affairs are most often used in promoting a film and its star, or a new
record release and its singer.
_____________5. Posters are the least costly, while spectaculars are the most expensive.

C. LET US REMEMBER

Advertising, public relations, and sales promotion, personal selling, are the other
methods of promotion. Advertising is any paid form on non-personal presentation and
promotion of ideas, goods, or services, by an identified sponsor.

The advertising media consist of newspapers, consumer magazines, radio, television,

outdoor advertising, direct mail, cable TV, yellow pages, transit, point-of-purchase, the
internet, and cellphones.

Public relations are another form of promotion and is designed to favorably

influence attitudes toward an organization, its products, and its policies. Publicity and public
affairs are the components of public relations.

Sales promotion is also a form of promotion and it consists of short-term

inducement of value offered to arouse interest in buying a good or service. There are various
objectives of sales promotion. The methods of sales promotion are classified as either
consumer sales promotion or trade sales promotion.

Personal selling occurs when an individual salesperson sells a product, service, or solution to
a client. Personal selling is necessary in the marketing mix when product and services are
highly technical, fairly complex, durable, expensive, or not actively sought out by customers,
when its customers are companies and institutions instead of individual customers.

D. LET US APPRECIATE

Exercise 2. Direction: Matching Type: Match the items in Column A to Column B.

Write the letter of the correct answer on the space provided before the number.

_____________ 1. _____________ 6.
_____________ 2. _____________ 7.
_____________ 3. _____________ 8.
_____________ 4. _____________ 9.
_____________ 5. _____________ 10.
 E. EVALUATION

Exercise 3. Directions: Read the following questions carefully. Your answers will be
evaluated using the rubrics shown below.

1. Give an example of an effective TV ad. From what you remember, what made it
memorable for you?
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2. What can print ads do that broadcast ads cannot?

___________________________________________________________________________
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IV. Rubrics for Scoring

Rubric for Exercises 3

 V. Answer Key

Let Us Practice Let Us Practice More Evaluation- Students’ response will vary.

Exercise No. 1 Exercise No. 2

What I Can Do: What is It:
1.PROMOTION 1.J
2.ADVERTISING
2.A
3.PROMOTION
3.E
4.ADVERTISING
5.PROMOTION 4.B
5.C
6.D
7.H
8.F
9.I
10.G

VI. References

Real C. So & Oscar G. Torres (2016). Principles of Marketing, pp. 82-89

Roberto Medina (2008), Principles of Marketing, pp. 221-235

Kotler, P. and Armstrong, G. (2014) Principles of Marketing (15th edn). Harlow: Pearson Education

Prepared by:

Michael F. Arevalo
Teacher II