Product Promotion

Principles of Marketing
Accountancy, Business, and Management

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Suppose a company had
a groundbreaking product
concept that would
transform the world.

2
However, a few months after
product launch, it did not
make sufficient sales. Where
do you think things went
wrong?

3
The value of the products
created for consumers or
businesses needs to be
communicated to the
target market.

4
Different platforms such as
TV advertisements,
newspaper columns, and
even social media posts to
are used to by businesses to
communicate.

5
This process corresponds to the concept of marketing,
which is about delivering and communicating the
value effectively to consumers.

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Promotional Mix

combines different
promotional tools to engage,
communicate, and build
customer relationships

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Promotional Mix

Company
Objectives of values
the promotion

Factors in
Promotional Mix

Target Company
audience resources

Marketing mix

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 Promotional Mix

Objectives Target audience

should be appropriate to
to inform, remind, or the characteristics of the
persuade the target market segment (e.g., the
customer age range, access to
technologies, etc.)

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 Promotional Mix

Company values Company resources

should agree with the should maximize the

organization's core values current resources

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 Promotional Mix

Marketing mix

should enhance and

support the product,
pricing, and distribution
decisions

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 Promotional Mix

The entire marketing mix—the product features and

packaging, price and price structure, and the places and
stores where products are offered—should communicate
the product's value persuasively and profitably to the
customers.

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Quick Look

Looking for an Effective Promotion

A startup coffee shop prioritizes using local coffee beans to support
local farmers and attract a specific market segment. You are tasked to
market the products of the coffee shop.

You learned that the target customers are students and young
professionals aged 16 to 30. Since you are part of the demographic,
you are thinking about effective ways to communicate the shop's
unique selling proposition.

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 Quick Look

Looking for an Effective Promotion

You identified several ways to communicate the value. These are:

Social Media

Flyers

Newspaper Advertisements

TV advertisements

Salespeople

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Quick Look

ACTIVITY
1. Based on the given choices, what do you think is the most
effective way to communicate the coffee shop's unique selling
proposition?
2. In relation to the first question, which of the following do you think
is the least effective and why?
3. Why do you think it is essential for businesses to communicate the
value of the product or services offered?

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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-IIa-e-19 ).

16
 Learning Objectives

In this lesson, you should be able to do the following:

● Identify the different promotional tools.
● Analyze promotion as a communication strategy.
● Explain the importance of the promotional mix.

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Why is promotion a form of
communication?

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Product Promotion

Promotion is a
communication process
by transferring a message
from a sender to a receiver.

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 Promotion as a Communication Strategy

Promotion transfers a message from a sender to a receiver.

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 Promotion as a Communication Strategy

the group the receiver

that sends of the
the message
message

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Promotion as a Communication Strategy
symbols, pictures
transmitted through a
medium

putting the giving

message in meaning to
symbolic the
form symbols
sent

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Promotion as a Communication Strategy

the receiver is the receiver’s

communicating reaction after
back to the receiving the
sender message 23
 Using the Communication Process

Closer
Look

For example, you are a big tech company introducing a new

smartphone. In this case, you are the sender of the
message for your chosen target market (the receiver). The
marketing department will create illustrations and
advertisements during the encoding process to convey the
message.

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 Using the Communication Process

Closer
Look

Choosing the most appropriate media is necessary; noise is

also considered. After the media shares the message, the
target market (receiver) will decode the message.
Customers will respond and give feedback in terms of a sale
or product inquiry.

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 Check Your Progress

Why is it important for marketers to understand

1 promotion as a communication process?

Answer area

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 Types of Promotional Tools

used to engage customers,

communicate customer
value, and build customer Promotional Tools
relationships

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Types of Promotional Tools

Public Promotions
Advertisements

Types of
Promotional Tools

Personal Selling Sales Promotions

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 Types of Promotional Tools

Advertisements

● viewed as one of the most popular forms of promotion

● utilizes mass media to deliver the company's marketing
message to its target market

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 Types of Promotional Tools
(Advertisements)
Radio and television

● Called the "broadcast

media" and vary based on
geographic location
● Advertisements are called
“commercials.”

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 Types of Promotional Tools
(Advertisements)
Print advertisements

usually printed in magazines or

newspapers

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 Types of Promotional Tools
(Advertisements)
Direct mail
advertising

● emails sent to possible

consumers of the product
● effective in delivering the
target messages

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 Types of Promotional Tools
(Advertisements)
Outdoor advertising

● seen outside the buildings

● billboards, public
transportation, building
facade

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 Types of Promotional Tools
(Advertisements)
Internet marketing

● fastest-growing forms of
advertisement
● e.g., social media, website,
SEO marketing

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 Types of Promotional Tools

Public Relations

● aims to build a positive relationship between the

company and the public
● building a good corporate image
● handling negative rumors, stories, and events is
necessary

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 Types of Promotional Tools (Public
Relations)

● Press releases
● Product publicity
● Corporate communication
● Lobbying and counseling

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Types of Promotional Tools

Sales Promotion

● an activity that provides

customers with a direct
motivation to buy a product
or service
● usually short-term and used
to generate loyal customers

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Types of Promotional Tools

Personal Selling

a form of promotion wherein

companies utilize face-to-face
communication between their
salespeople and the possible
target consumer

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 Types of Promotional Tools

Personal Selling

● involves huge amounts of

money, business
presentations, and staff
training
● usually for expensive,
technical products (cars,
houses, equipment, etc.)
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 Check Your Progress

Why is it important for marketers to choose the most

2 appropriate type of promotion?

Answer area

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 Check Your Progress

What is the benefit of having a promotional mix for the

3 product or service offered by the business?

Answer area

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 The Bizarre Cola Commercial

Case S
tudy

In 2020, a famous soft drink brand released a bizarre

commercial focusing on social media as the primary media.
The commercial revolves around a teenager comforted by his
mother for being an adopted child and the mother pouring the
cola to his son's neck. Unusual as it is, the brand stated that
the objective of the commercial was to capture the interest of
the Gen Z audience.

“The Strategy behind RC Cola’s Surreal ‘Basta’ ads in the Philippines, Contagious (July 20, 2021),
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https://www.contagious.com/news-and-views/insight-and-strategy-behind-rc-cola-Filipino-advertising-campaign
 The Bizarre Cola Commercial

Case S
tudy

The commercial yielded successful results and increased sales

by 67%. It was also able to penetrate a massive market in
social media due to the format of the commercial, without
having a concrete story behind it. This promotional strategy is
one of the viral advertisements on social media.

“The Strategy behind RC Cola’s Surreal ‘Basta’ ads in the Philippines, Contagious (July 20, 2021),
43
https://www.contagious.com/news-and-views/insight-and-strategy-behind-rc-cola-Filipino-advertising-campaign
 Keep in Mind

● Marketing entails developing, communicating, and delivering

value effectively and profitably. Communicating the value of the
market offering is done through promotion.

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 Keep in Mind

● Promotion is a communication process that transfers the

company’s message to the target market. The process comprises
various elements such as the sender, the encoded message, the
media, the decoded message, and the receiver. Promotions also
aim to generate responses and feedback from consumers.

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 Keep in Mind

● There are four types of promotional tools: advertisement, public

relations, sales promotions, and personal selling. Each one uses a
particular set of media; companies should ensure that their choice
of promotional tools is appropriate to their target audience.

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Keep in Mind

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 Keep in Mind

● Businesses typically use a mix of promotional tools to capture a

target market with different characteristics. In designing a
promotional mix, they must consider the objective, target
audience, company values, and marketing mix.

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 Try this

Choose the correct word from the box

Advertisement

Personal Selling
1. TV Commercial
Public Relations

Sales Promotions

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 Try this

Choose the correct word from the box

Advertisement

Personal Selling
2. Buy 1, Take 1 Promo
Public Relations

Sales Promotions

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 Try this

Choose the correct word from the box

Advertisement

Personal Selling
3. Press Release
Public Relations

Sales Promotions

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 Try this

Choose the correct word from the box

Advertisement

Personal Selling
4. Newspaper column
Public Relations

Sales Promotions

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 Try this

Choose the correct word from the box

Advertisement

Personal Selling
5. Insurance Package
Orientation
Public Relations

Sales Promotions

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 Practice Your Skills

Answer the following questions.

1. Look around for promotional campaigns of Philippine

companies. Take a photo or screenshot of the material
and place it in the box below.

Answer area

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 Practice Your Skills

Answer the following questions.

2. What is the type of promotion used in the picture or

screenshot? If you are given the chance to combine
that type of promotion with other types, what will you
use and why?
Answer area

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 Challenge Yourself

Perform the following task.

Analyze the elements of the promotional message.

Illustrate the communication process flow.

Answer area

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 Challenge Yourself

Answer the following question.

Why do you think many companies are shifting from mass

marketing towards digital and social media marketing and
promotions?
Answer area

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 Challenge Yourself
Answer the following questions. Write your answers in the space
provided.
Explain the importance of promotional mix to create a
good promotional strategy.
Answer area

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Photo Credit

Slide 1: Market Advertising by Megan_Rexazin is free to use under the Pixabay License via Pixabay.

Slide 4: Crash Statistics Diagram Graphic Bar Symbol Arrow, by geralt is free to use under the
Pixabay License via Pixabay.

Slide 5: Social Media Marketing by jmexclusives is free to use under the Pixabay License via Pixabay.

Slide 6: Social Media Keyboard by geralt is free to use under the Pixabay License via Pixabay.

Slide 14: Megaphone Speaker Speak by cheskapoondesignstudio is free to use under the Pixabay License
via Pixabay.

Slide 25: Tv television by Clker-Free-Vector-Images is free to use under the Pixabay License via Pixabay.

Slide 26: Magazines reading free by stevedimatteo is free to use under the Pixabay License via Pixabay.

Slide 27: Email Newsletter Marketing by ribkhan is free to use under the Pixabay License via Pixabay.

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Photo Credit

Slide 28: Shibuya Crossing Tokyo by Stocksnap is free to use under the Pixabay License via Pixabay.

Slide 29: Search Engine Optimization by DiggityMarketing is free to use under the Pixabay License via
Pixabay.

Slide 32: Sale Deal Advertisement by qimono is free to use under the Pixabay License via Pixabay.

Slide 33: Market Stall Seller by bogitw is free to use under the Pixabay License via Pixabay.

Slide 34: Salesperson + customer - Camera Action Digital, by Alpha is licensed under CC BY-SA via Flickr.

Slide 36: Peer Review Icon Peer Review Review Feedback, by mcmurryjulie is free to use under the
Pixabay License via Pixabay.

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Bibliography

Baker, Michael J. Macmillan Dictionary of Marketing and Advertising. Basingstoke, Hampshire: Macmillan,

1998.

Burrow, James L. Marketing. 5th ed. Chicago, IL: Cengage Learning, 2020.

Kotler, Philip. Principles of Marketing. Harlow: Financial Times Prentice Hall, 2005.

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