PROMOTION

LEARNING OBJECTIVE

• 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
 PROMOTION
• As used in the 4Ps is a general
term which includes the following:
advertising, promotions, personal
selling, publicity, and public
relations.
 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 advantages:
 LEARNING ADVANTAGES

• Which heavily influence the

formation and strength of
associations that comprise the
brand’s image.
 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.
 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.
 ADVERTISING CAMPAIGNS

• Before launching advertising

campaigns, companies go through
the following steps:
1.IDENTIFYING THE TARGET MARKET
2.ESTABLISHING ADVERTISING
OBJECTIVES
3.DETERMINING ADVERTISING MESSAGE
4.SELECTING MEDIA
5.MANAGING AND COORDINATING THE
MARKETING COMMUNICATION PROCESS
TYPES OF MEDIA AND
TECHNIQUES USED
IN ADVERTISING
 TRADITIONAL MEDIA
AND TECHIQUES
• RADIO
• PRINT
• NEWSPAPER
• MAGAZINE
• TELEVISION
 RADIO
• A viable advertising vehicle in the Philippines
since 1922, radio is the most accessible media.
• Philippine radio stations broadcast in either the
AM or FM bands, 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.
 ADVANTAGES OF RADIO

• Relatively inexpensive
• Target marketing possible
DISADVANTAGES OF RADIO

• Audio only
• Frequency required for
effectiveness
• Passive medium
 PRINT
• The first magazine in the Philippines
was printed in the 1840s, while the
first English newspaper was published
and circulated in 1898.
• Many advertisers still favor
newspapers as their vehicle of choice
because of their national circulation,
population penetration, and pass-on
 ADVANTAGES OF NEWSPAPER
(PRINT)

• Credible
• Pass-on readership
• Target marketing possible
 DISADVANTAGES OF NEWSPAPER
(PRINT)

• Spillage
• Obsolescence
• Poor image quality
ADVANTAGES OF MAGAZINE (PRINT)

• Good image quality

• Target marketing possible
• Pass-on readership
• Not subject to obsolescence
 DISADVANTAGES OF MAGAZINE
(PRINT)
• Long lead time
• Difficult to time advertising
 TELEVISION
• Television networks and stations
broadcast through both free and cable
channels.
• Similar to radio, some television
stations select programming content
to be exclusively public affairs,
entertainment, children’s programs, or
 ALTERNATIVE MEDIA AND
TECHNIQUES
• CINEMA
• BILLBOARD
• WEBSITES
• SOCIAL NETWORKING SITES
• PRODUCT PLACEMENT
• TRANSIT ADVERTISING
 CINEMA
• The first motion picture in the
Philippines appeared in 1904. Since
then, a large number of cinema houses
and movie theaters have sprouted in
major metropolitan cities, particularly
in Metro Manila.
 ADVANTAGES OF CINEMA

• Audio, video and movement

• Larger than life
• Captive audience
• Relatively inexpensive
DISADVANTAGES OF CINEMA

• Not cost efficient

• Limited to reminder advertising
• Short attention span
 BILLBOARD
• The relatively low cost but high exposure to heavy
traffic along major thoroughfares have led to the
popularity of billboard advertisements.
• Despite increasing rental costs and the imposition
of government regulations on this type of outdoor
advertising, billboards, continue to thrive and has
technologically evolved from traditional billboards
to the use of light-emitting-diodes (LED)
ADVANTAGES OF BILLBOARD

• Relatively inexpensive
• Larger than life
• Exposed to many potential
customers
DISADVANTAGES OF BILLBOARD

• Short messages only

• Reminder advertising only
• May be damaged by elements
• Legal restrictions
 WEBSITES
• Almost all legitimate companies have
developed websites that customers can
access for product information and
services.
• Websites have become highly
interactive.
 ADVANTAGES OF WEBSITES

• Low cost
• High level of detail
• Customized
• Interactive
DISADVANTAGES OF WEBSITES

• Must be upgraded regularly

• Clutter
 SOCIAL NETWORKING
SITES
• The large number of social
media users all over the world
has led to the popularity of
social networking sites as
media for advertising.
 ADVANTAGES OF
SOCIAL NETWORKING
SITES
• Low cost
• High level of detail
• Well-segmented audience
 DISADVANTAGE OF
SOCIAL NETWORKING
SITES
• May be ignored
 PRODUCT PLACEMENT
• Is an advertising technique used
by companies to promote products
subtly through a nontraditional
advertising technique, e.g.
appearances on film, television, or
other media.
ADVANTAGES OF PRODUCT
PLACEMENT
• Unique exposure
• Well-segmented audience
DISADVANTAGES OF PRODUCT
PLACEMENT
• Little stand-alone value
• Sometimes used abusively
 TRANSIT ADVERTISING
• Buses and jeepneys in the
Philippines practice the same
route every day.
• An advertising signage on the side
or back of a bus, a jeepney spare
tire cover, or a taxicab can create
 ADVANTAGES OF TRANSIT
ADVERTISING
• Mobile
• Relatively inexpensive
• Consistent daily audience
 DISADVANTAGES OF TRANSIT
ADVERTISING
• Short messages only
• Reminder advertising only
• May be damaged by the
elements
 PROMOTIONS

• Are activities or a series of activities,

usually short-term, that are intended to
boost the sales of a product or service.
• These are actions a company can take to
stimulate customers to buy immediately
than later.
 2-TYPES OF PROMOTIONS

• TRADE PROMOTIONS
• CONSUMER PROMOTIONS
 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.
• Example of trade promotions are 10+1
(if a retailer orders ten cases of a
product, the manufacturer delivers 11
cases but does not charge for the extra
case), giving retailers free store
signages to carry a specific product
brand, and contests among
 CONSUMER PROMOTIONS

• Are intended for consumers.

• The purpose of consumer promotions is to
induce product trial, encourage brand
switching, or reward consumer patronage.
• Example of consumer promotions include
the distribution of product samples,
consumer contests, sweepstakes, coupons
and raffles.
 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 products/services are
highly technical, fairly complex, durable,
expensive, or not actively sought out by
customers, especially when its customers
are companies and institutions instead of
 PUBLIC RELATIONS
• Is creating and maintaining goodwill of an
organization’s various publics (customers,
employees, investors, suppliers, etc.)
through publicity and other nonpaid forms
of communication.
• These efforts may also include the support
of the arts, charitable causes, education,
sporting events, and other civic
 PUBLICITY

• Is a communication written and produced

by public relations professionals intended to
create a favorable public image for a client.
• Publicity usually takes the form of text,
audio, and video news releases about an
individual or organization.
• They are distributed to newspapers,
magazines, radio and television
stations, Internet sites, and other
forms of media.