4P's

PROMOTION

PRESENT BY
MHARK DANIEL CASTRO DAVID
12-MORGAN
FOR TODAY'S AGENDA:
PROMOTION
Advertising
Advertising Campaign
 WHAT IS
PROMOTION?
 WHAT IS
PROMOTION?
Promotion is a marketing tool,
used as a strategy to communicate
between the sellers and buyers.
Through this, the seller tries to
influence and convince the buyers to
buy their products or services. It
assists in spreading the word about
the product or services or company to
the people.
EXAMPLE
EXAMPLE
 WHAT IS
PROMOTION?
PROMOTION AS USED IN THE 4P'S IT
IS A GENERAL TERM WHICH INCLUDES
THE FOLLOWING:
PROMOTIONS, ADVERTISING,
ADVERTISING CAMPAIGN ,PERSONAL
SELLING, PUBLICITY, AND PUBLIC
RELATIONS.
THE MARKETING MODEL ON FIGURE
ILLUSTRATES HOW MARKETING
COMPANIES COMMUNICATE PRODUCT
INFORMATION AND OTHER ADVERTISING
MESSAGES TO THEIR CUSTOMERS. IN THE
CONTEXT OF ADVERTISING, THE
ADVERTISER IS THE PARTY THAT INTENDS TO
SEND A COMMERCIAL MESSAGE TO THE
CONSUMER
 BARRIERS

SENDER RECEIVER

ADVERTISER CONSUMER
MESSAGE

ENCODING DECODING

FEEDBACK

THE MARKETING COMMUNICATIONS MODEL

EXPLANATION
For the initial step, the advertiser first encodes his/her message. He does this by incorporating
signs, images, language, words, colors, sounds, personalities, and characters that best capture the
message that he intends to communicate to the customer. Before this, the advertiser must identify his
target market. Different consumer geographic, demographic, and psychographic profiles require
different messages. For example, message intended for the elderly need to be restrained as compared
to a message intended for teenagers. Messages for the younger market can be colorful, loud, and
exciting. The advertiser then decides on the medium to be used to transmit the message. Radio, for
example, is unable to present visuals, making its advertising copy (ie. advertising textual content and
voiceover) more critical and important. Television, on the other hand, is effective with visuals.

The advertising message is sent to the intended customer through a selected medium (e.g.
television or newspaper). The advertiser expects that the customer (1) sees/hears the advertising
message, (2) decodes/understands and interprets the message accurately as intended, (3) remembers
and/or recalls the message, and (4) is affected by the message and responds by making a purchase.

However, barriers in message transmission may prevent the customer from receiving or
understanding the intention of the message. For example, in television advertisements, the video
signal and sound reception may be poor, or there is background noise while the advertisement is
being aired.
 WHAT IS
ADVERTISEMENT
OR
ADVERTISING?
ADVERTISEMENT
Advertisements are found
in the media, where business
companies cooperate with
advertising agencies to
promote their products to
consumers for sale.
 ADVERTISING
Advertising is a marketing tactic
involving paying for space to
promote a product/s, service/s, or
causes. The actual promotional
messages are called advertisements,
or "ads" for short. The goal of
advertising is to reach people who
are most likely to be willing to pay
for a company's products or services
and entice them to buy. atract
 ADVERTISING
Advertising is defined as any paid and public
presentation of products, services, or ideas,
by an identified sponsor through a medium.
The most common objectives of advertising
are:
• To build awareness

• To inform

To persuade

• To remind
BRAND AWARENESS is the extent to which consumers are familiar with
the distinctive qualities or image of a particular brand of goods or
services." Achieving a high level of awareness provides the brand the
following benefits or advantages:
1.LEARNING ADVANTAGES- which heavily influence
the formation and strength of associations that
comprise the brand's image.

2.CONSIDERATION ADVANTAGES- which increase

the likelihood that the brand will be included in the
consumer's "consideration set," or the set of brands
that receive serious consideration for purchase.

3.CHOICE ADVANTAGES- which can affect choices

among brands included in the consideration set,
despite the fact that there may be no other
associations to those brands.
 WHAT IS
ADVERTISING
CAMPAIGN?
ADVERTISING
CAMPAIGN
An organized course of action to
promote a product or service. An
advertising campaign is a marketing "ad"
or a set of advertisements targeted at
particular audience segments. Their main
goal is to increase conversions. The
success of an ad campaign depends on the
choice of a channel, strategy, and tactics.
 EXAMPLE
TOP 10 SUCCESSFUL
MARKETING
CAMPAIGNS
1. NIKE
2. PEPSI
3. CALIFORNIA MILK
PROCESSOR BOARD
4. DOVE
5. OLD SPICE
6. COCA-COLA
7. SNICKERS
8. GOPRO
9. APPLE
10. HEINEKEN
Advertising Campaigns

Before launching
advertising campaigns,
companies go through
the following steps:
1. IDENTIFYING THE
TARGET MARKET
All marketing efforts always begin with
the identification of the target market of
the product/service. This is the
preliminary step to identify the type of
message, the medium to be used, the
advertising appeal to create, and the
celebrity endorsers (if any) to be
selected.
 2. ESTABLISHING
ADVERTISING
OBJECTIVES
After the target market is determined,
the company formulates the objectives of
the advertising campaign. If the purpose is
to create awareness, the desired level of
awareness should be identified. Targets
with the high level of awareness require
multiple advertising placements with
greater frequency of exposures.
3. DETERMINING
ADVERTISING
MESSAGE
The message is the most important
component of the advertisement. It
varies depending on the objective.
Objectives can be to inform, to create
awareness, to persuade, or to remind.
Examples of advertising message styles
are as follows:
FUNCTIONAL
ATTEMPTS TO PROVIDE A PRODUCT
BRAND AS THE SOLUTION TO A
CURRENT CONSUMPTION PROBLEM
EXPERIENCED BY CUSTOMERS (E.G.
A DEODORANT ADVERTISEMENT
LAUNCHED IN 2020).

SYMBOLIC
ATTEMPTS TO ASSOCIATE BRAND OWNERSHIP
WITH AN ASPIRATIONAL GROUP. IT
ADDRESSES OTHER ABSTRACT NEED STATES
THAT INVOLVE ASPECTS NOT ADDRESSED BY
FUNCTIONAL PRODUCT BENEFITS (E.G.
ANOTHER SKINCARE PRODUCT
ADVERTISEMENT (A POPULAR FACIAL CREAM)
SHOWING PHYSICAL
TRANSFORMATION AIRED IN 2020).
EXPERIMENTAL
ATTEMPTS TO PROMOTE BRANDS
USING HIGH SENSORY VALUE. IT
SATISFIES CUSTOMERS' DESIRE FOR
PRODUCTS THAT PROVIDE SENSORY
PLEASURE. (E.G. ADVERTISEMENT OF A
POPULAR VITAMIN E PRODUCT)
 4. SELECTING
MEDIA

After determining the content of the

message, the company now selects
among available media vehicles (ie.
television, radio, print, or web). Media
vehicles vary in cost, with distinct
advantages and disadvantages, and
varying levels of reach.
 5. MANAGING AND
COORDINATING THE
MARKETING COMMUNICATION
PROCESS
With various media vehicles available, the company
may utilize multiple vehicles (eg television and radio
advertising, public relations, and publicity) to deliver
the messages to its target market. These efforts must
be coordinated to ensure unity of message. This is
referred to as INTEGRATED MARKETING
COMMUNICATION (IMC). At the conclusion of the
advertising campaign, the company evaluates the
effectiveness of the program by determining its
RETURN ON MARKETING INVESTMENT (ROMI).
 THANKS
FOR LISTENING!
ANY QUESTION BEFORE THE NEXT REPORTER?

MHARK DANIEL C. DAVID