Principles of Marketing

Quarter 2 – Module 4:
Promotion
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Principles of Marketing
Quarter 2 – Module 4:
Promotion
Introductory Message
For the facilitator:

Welcome to the Principles of Marketing – Grade 12 Alternative Delivery Mode (ADM)

Module on Promotion!

This module was collaboratively designed, developed and reviewed by educators both
from public and private institutions to assist you, the teacher or facilitator in helping
the learners meet the standards set by the K to 12 Curriculum while overcoming
their personal, social, and economic constraints in schooling.

This learning resource hopes to engage the learners into guided and independent
learning activities at their own pace and time. Furthermore, this also aims to help
learners acquire the needed 21st century skills while taking into consideration their
needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of
the module:

Notes to the Teacher

This contains helpful tips or strategies that
will help you in guiding the learners.

As a facilitator you are expected to orient the learners on how to use this module.
You also need to keep track of the learners' progress while allowing them to manage
their own learning. Furthermore, you are expected to encourage and assist the
learners as they do the tasks included in the module.
For the learner:

Welcome to the Principles of Marketing – Grade 12 Alternative Delivery Mode (ADM)

Module on Promotion!

The hand is one of the most symbolized part of the human body. It is often used to
depict skill, action and purpose. Through our hands we may learn, create and
accomplish. Hence, the hand in this learning resource signifies that you as a learner
is capable and empowered to successfully achieve the relevant competencies and
skills at your own pace and time. Your academic success lies in your own hands!

This module was designed to provide you with fun and meaningful opportunities for
guided and independent learning at your own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.

This module has the following parts and corresponding icons:

What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in the
module.

What I Know This part includes an activity that aims to

check what you already know about the
lesson to take. If you get all the answers
correct (100%), you may decide to skip this
module.

What’s In This is a brief drill or review to help you link

the current lesson with the previous one.

What’s New In this portion, the new lesson will be

introduced to you in various ways such as a
story, a song, a poem, a problem opener, an
activity or a situation.

What is It This section provides a brief discussion of the

lesson. This aims to help you discover and
understand new concepts and skills.

What’s More This comprises activities for independent

practice to solidify your understanding and
skills of the topic. You may check the
answers to the exercises using the Answer
Key at the end of the module.

What I Have Learned This includes questions or blank

sentence/paragraph to be filled in to process
what you learned from the lesson.

What I Can Do This section provides an activity which will

help you transfer your new knowledge or skill
into real life situations or concerns.
 Assessment This is a task which aims to evaluate your
level of mastery in achieving the learning
competency.

Additional Activities In this portion, another activity will be given

to you to enrich your knowledge or skill of the
lesson learned. This also tends retention of
learned concepts.

Answer Key This contains answers to all activities in the

module.

At the end of this module you will also find:

References This is a list of all sources used in developing

this module.

The following are some reminders in using this module:

1. Use the module with care. Do not put unnecessary mark/s on any part of the
module. Use a separate sheet of paper in answering the exercises.
2. Don’t forget to answer What I Know before moving on to the other activities
included in the module.
3. Read the instruction carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are through with it.
If you encounter any difficulty in answering the tasks in this module, do not
hesitate to consult your teacher or facilitator. Always bear in mind that you are
not alone.

We hope that through this material, you will experience meaningful learning and
gain deep understanding of the relevant competencies. You can do it!
 What I Need to Know

The last P in the four P’s of marketing (marketing mix), Promotion, is covered in this
module and covers matters such as advertising, sales promotion, personal selling,
public relations and direct marketing. In short, these are the most direct
communication elements available to a marketer.

At the end of the lesson, the learners will be able to:

1. Identify the different elements of promotional mix - ABM-PM11-l1a-e-19;
2. Distinguish between advertising, sales promotion, personal selling, public
relations and direct marketing; and
3. Determine the characteristics of each of the elements of promotional mix.
 What I Know
Promoting a product may be done through many or all of the
following: advertising, personal selling, public relations, sales
promotion and direct marketing.
Directions: Read and analyze the following expressions. Tick (/) the sentence that
expresses what is true about promotion.

__________1. In the digital age, the “place” and “promotion” factors are as much online
as they are offline.

__________2. Different organizations have the same expectations from their

promotional activities.
__________3. A company may seek to enhance its sales through promotion.
__________4. One basic aim of a promotional activity may be to further strengthen
the brand and its place in the market.
__________5. Any promotional activity is usually designed with a broadened target
audience.

__________6. Increasingly, businesses feel the need to use both one directional and
two-sided means of communications to reach the customer.

__________7. Promotion is the communication aspect of the marketing mix.

__________8. Depending upon the company’s internal and external situations, one
promotional element is used.

__________9. Once a company has worked on the product and price elements, it is
time to start a conversation with the consumer about the product.
__________10. There are many ends that a company may try to reach through a
promotion including but not limited to an increase in sales,
rebranding, brand positioning.
__________11. Promotion creates a channel for conversation with the targeted
consumer base.

__________12. None of the elements of the marketing mix work in isolation.

__________13. Promotion is created using messages, cues and information that the
supplier will respond to.

__________14. The goal of promoting a product is to reveal to consumers why they

need it and why they should pay a certain price for it.

__________15. Different stages of the product life cycle require different types of
promotional activities and strategies.
Lesson

4 Promotion

The
that
marketing
you’re trying
image
to
P romotion is the part of marketing where you

project must match the

advertise and market your product, also known as
advertisement’s message.
a promotional strategy. Through it, you let
It should catch your
potential customers know what you are selling.
target customers’
attention and either
In order to convince them to buy your product, you
convince them to buy or
need to explain what it is, how to use it, and why
at least state their
they should buy. The trick in promoting is letting
opinion about the
consumers feel that their needs can be satisfied by
product.
what you are selling.

An effective promotional effort contains a clear

message that is targeted to a certain audience and
is done through appropriate channels.

The target customers are people who will use, as

well as influence or decide the purchase of the
product. Identifying these people is an important
part of your market research.

The promotional method

you choose in order to
convey your message to Through the promotional mix, a company aims
the target customers to fulfill two basic objectives. One is to make the
may probably involve customer aware that the product and brand
more than one exist. The other is to persuade them to actually
marketing channels. pick this product over all others and continue to
buy it.
ELEMENTS OF PROMOTIONAL MIX

ADVERTISING

PUBLIC RELATIONS

PERSONAL SELLING

DIRECT MARKETING

SALES PROMOTION
A company may choose to use one or more of the promotional mix to ensure a clear,
effective and direct message reaches the customer. The selection of the portfolio of
activities may depend on the company’s marketing and sales strategies and budget
allocations.
 What’s In

Directions: Read the following sentences. Tick the elements of

promotional mix being described.

Advertising
1. This could also mean allowing super
Public Relation
users, or influencers to test the
Personal Selling
product and speak positively about it
Sales Promotion
to their peers.
Direct Marketing
Advertising
2. This aims to create a personal Public Relation
relationship between the client Personal Selling
and the brand or product. Sales Promotion
Direct Marketing
Advertising
3. This mode of promotion is usually Public Relation
paid, with little or no personal Personal Selling
message. Sales Promotion
Direct Marketing
Advertising
4. These are usually short term Public Relation
strategic activities which aim to Personal Selling
encourage a surge in sales. Sales Promotion
Direct Marketing
Advertising
5. This channel targets specific
Public Relation
influential potential users through
Personal Selling
telemarketing, customized letters,
Sales Promotion
emails and text messages.
Direct Marketing

.
 Advertising
6. This tries to increase positive
Public Relation
mention of the product or
Personal Selling
brand in influential media
Sales Promotion
outlets.
Direct Marketing
Advertising
7. Billboards, posters, web pages, Public Relation
brochures and direct mail also Personal Selling
fall in the same category. Sales Promotion
Direct Marketing
Advertising
Public Relation
8. Interactions can be in person, over
Personal Selling
the phone and over email or chat.
Sales Promotion
Direct Marketing
Advertising
9. These could be ‘buy one get one free’
Public Relation
options, seasonal discounts,
Personal Selling
contests, samples or even special
Sales Promotion
coupons with expiration dates.
Direct Marketing
Advertising
10. Mass media such as television,
Public Relation
radio or newspapers and magazines
Personal Selling
is most often the carrier of these
Sales Promotion
messages.
Direct Marketing

´Do the conversation to help customers make

purchase decisions.’

(Dizon C., 2020)

 What’s New

Bayan Sells a New Product with Minimal Advertising

In 2007, Bayan communications face the challenges of having

to sell wireless phone.
What made the product extra challenging was that the
market has already by then embraced SMS text messaging as
a primary means of communications and voice calls were
declining. The product that Bayan was about to offer was
primarily for voice—its looked like a traditional telephone
except that it was wireless so it could be brought anywhere.
Bayan also wanted to zero in on an environmental
opportunity: the Philippines had one of the most expensive
voice call rates in Asia for mobile (hence the shift to text
messaging). Bayan was to offer its wireless phone, to be called
Bayan Wireless, at rates at par with landline phones which
allowed unlimited voice calls.
Bayan knew that simply explaining the unlimited call feature
of the product was different from having the market
experience if for themselves. So instead of doing a mass
media launch which was the common practice, Bayan went
door-to door getting people to try the phone and lent the
phones to key influencers such as the media. In fact, a
political crisis turned into an opportunity for Bayan when
during a military rebellion that led to a siege of the Manila
Peninsula Hotel in Makati City, a reporter for radio station
DZMM kept listeners updated for hours on end via his Bayan
Wireless unit.

When the company finally aired ads on TV, it used the siege
anecdote to prove the value of having a “wireless landline”
unit.

Through its astute use of environmental opportunities, Bayan

was able to hit its first year target of 100,000 subscribers
ahead of schedule.
 What is It

CHARACTERISTICS OF ADVERTISING 4. Identifiable

entity/sponsor-
1. Adverting is non-personal or mass company or person
communication. Personal contact is not gives advertising.
possible.
5. It is costly option
2. It is a paid form of communication. to promote the
sales.
3. It is a one-way communication.
6. It can be
reproduced
frequently as per
need.

7. It is widely used
and popular tool of
market promotion.

PERSONAL SALES PROMOTION

SELLING
1. To induce
1. Face to face immediate buying
2. Supplementary to
2. Involves 2-way
advertising
PUBLIC RELATION communication
3. Involves all
3. Immediate
promotional efforts
1. Undertaken feedback can be
4. Consists of short-
continuously measured
2. Covers formal term incentives
4. More flexible
and informal schemes or plans
5. Involves
groups offered to buyers
educating and
3. Integral part of 5. Involves non –
assisting people
managerial routine selling
to buy
functions efforts
4. Interactive

DIRECT MARKETING

1. Direct connections with targeted customers

2. Carried out through direct mail, email
Directions: Tick (/) the appropriate box that corresponds to the characteristics of
the promotional mix given on the first column.

CHARACTERISTICS ADVERTISING SALES PERSONAL PUBLIC DIRECT

PROMOTION SELLING RELATION MARKE
-TING

1. It can be
reproduced
frequently

2. Carried out
through
direct mail

3. Face to face

4. Covers
formal and
informal
groups
5. Involves
non-routine
selling

6. Interactive

7. One-way
communication

8.Involves
2-way
communication

9. Induce
immediate
buying
 What’s More
Odd One Out.
Write the odd term in the last column of the table.

PROMOTIONAL MIX TERMS ODD TERM

1
Public Personal
Advertising Radio
Relation Selling

2
Sales Direct
T.V. Sponsorship
Promotion Marketing

3
Text
Telemarketing Emails Billboard
Messages

4
Posters Brochures Radio Blogs

5
Seasonal
Contests Samples Posters
Discounts

6
Social Network Newspaper Blog Talk Show

7
Over the phone Email Coupons Chat

8
Text Messages Magazines Direct Mail Web Pages

9
Sales Direct
Advertising Marketing
Promotion Marketing

10
Word of Free
Rebates Prizes
Mouth samples
 What I Have Learned
Direction: Fill in the blanks to complete the conceptual information
about promotion.

M1
The marketing image that you’re trying to project must match the1.
________________________. It should catch your target customers’ attention and either
convince them to buy or at least state their opinion about the product.

Through the 2. ________________________, a company aims to fulfill two basic

objectives. One is to make the customer 3. ________________________ that the product
and brand exist. The other is to 4. ________________________ them to actually pick
this product over all others and continue to buy it.

A company may choose to use 5. ________________________ of the promotional mix to

ensure a clear, effective and direct message reaches the customer. The selection of
the portfolio of activities may depend on the company’s marketing and sales
strategies and budget allocations.

6. ________________________ This mode of promotion is usually paid, with little or no

personal message. Mass media such as television, radio or newspapers and
magazines is most often the carrier of these messages.

Sales Promotions are usually short-term strategic activities which aim to encourage
a 7. ________________________ in sales. These could be ‘buy one get one free’ options,
seasonal discounts, contests, samples or even special coupons with expiration dates.

8. ________________________This channel targets specific influential potential users

through telemarketing, customized letters, emails and text messages.

Public Relations & Sponsorship – PR or publicity tries to increase positive mention

of the product or brand in 9. ________________________.

Personal Selling aims to create a 10. ________________________ between the client and
the brand or product.
 What I Can Do
Directions: Analyze the given promotional mix terms. Identify and
write the appropriate elements of promotional mix on the last column.

ELEMENTS OF
PROMOTIONAL MIX TERMS PROMOTIONAL
MIX

1
Newspaper Radio Magazine Billboard

2
T.V. Brochure Poster Web Page

3
Text Customized
Telemarketing Emails
Messages Letters

4
Posters Brochures Radio Print

5
Seasonal
Contests Samples Incentive
Discounts

6
Social Network Open House Blog Talk Show

7
Personal
Over the phone Email Chat
Meeting

8
Word of Mouth Magazines Direct Mail Web Pages

9
Sales Direct
Advertising Marketing
Promotion Marketing

10
Telephone
Email Post Mail Order
Call
 Assessment
Directions: Read and analyze carefully. Write A if it is related to
advertising, PR for public relation, P for personal selling, S for sales
promotion and D for direct marketing.

1 2 3 4

Yellow pages News release Cents-off Sales Person

5 6 7 8

Displays Premiums Special Events Order Takers

Additional Activities

Directions: Identify and write promotional mix terms on the given boxes.

PROMOTIONAL
MIX
3
 What I have learned:
What I Can Do:
1. Advertisements
Assessment: 1. Advertising
Additional Activities: message
2. Advertising 2. Promotional mix
1. Advertising
1. Advertising 3. Direct marketing 3. Aware
2. Public relation
2. Public relation 4. Advertising 4. Persuade
3. Sales Promotion
3. Personal selling 5. Sales promotion 5.One or more
4. Personal selling
4. Sales promotion 6. Public relation 6. Advertising
5. Advertising
5. Direct marketing 7. Personal selling 7. Surge
6. Sales promotion 8. Direct marketing
8. Advertising
7. Public relation 9. Influential media
9. Direct marketing
8. Personal selling outlet
10. Sales promotion
10.Personal relationship
What I Know:
What’s In:
What’s More: 1./
What is It: 1. Public Relation 2..
1. Radio 1. Advertising 2. Personal Selling 3./
2. T.V. 2. Direct Marketing 3. Advertising 4./
3. Billboard 3. Personal Selling 4. Sales Promotion 5..
4. Blogs 4. Public Relation 5. Direct Marketing 6./
5. Sales Promotion 6. Public Relation 7./
5. Posters
6. Public Relation 7. Advertising 8..
6. Newspaper
7. Advertising 8. Personal Selling 9./
7. Coupons 9. Sales Promotion
8. Personal Selling 10. /
8. Text messages 10. Advertising 11. /
9. Marketing 9. Sales Promotion
12. /
10. Word of mouth 13. .
14. /
15.
Answer Key
References
2020. https://www.chegg.com/homework-help/taco-bell-using-imc-help-
customers-live-m-s-every-touch-poin-chapter-14-problem-2vcq-solution-
9781259712364-exc.
2020. https://www.chegg.com/homework-help/taco-bell-using-imc-help-
customers-live-m-s-every-touch-poin-chapter-14-problem-2vcq-solution-
9781259712364-exc.

2020. Google.Com.
https://www.google.com/search?q=promotion%20images&tbm=isch&tbs=sur
%3Afc&hl=en&sa=X&ved=0CAIQpwVqFwoTCPj7g9fi9uoCFQAAAAAdAAAAABA
C&biw=1519&bih=754#imgrc=0ObBvfQJqQ9NXM.
2020. https://pxhere.com/en/photo/1611988.

2020. Google.Com.
https://www.google.com/search?q=promotion%20logo&tbm=isch&tbs=sur%3A
fc&hl=en&sa=X&ved=0CAIQpwVqFwoTCKD9iM2L-
eoCFQAAAAAdAAAAABAC&biw=1519&bih=754.

2020. https://www.pikist.com/free-photo-vpesw.

Acutt, Mark. 2020. "Promotion - Marketing Mix Promotional Strategy". The

Marketing Mix. https://marketingmix.co.uk/promotion/.

Alcoran Alaric Brian. 2018. Principles of Marketing. Philippines: Bookline

Publishing Corporation.

"Direct Selling - Google Search". 2020. Google.Com.

https://www.google.com/search?q=direct+selling&tbm=isch&ved=2ahUKEwjy3
6btlvnqAhXEI6YKHZPoDZYQ2-
cCegQIABAA&oq=direct+selling&gs_lcp=CgNpbWcQA1Cg6gNYgoUEYNuJBGgAc
AB4AIABAIgBAJIBAJgBAKABAaoBC2d3cy13aXotaW1nsAEAwAEB&sclient=img
&ei=9PAkX_KVCsTHmAWT0bewCQ&bih=754&biw=1519&tbs=sur%3Afc&hl=en
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Ilano A.B. 2017. Principles of Marketing. Philippines. Rex Book Store.

"Latest_Offer". 2020. Everyoffers.Com. https://everyoffers.com/latest_offer/.

M, Suparna. 2020. "Elements Of Promotion Mix | Products | Marketing". Art Of
Marketing - Learn The Art Of Marketing From The Experts!.
https://www.artofmarketing.org/promotion-mix/elements-of-promotion-mix-
products-marketing/13779.

"Marketing Mix | Promotion In Four P's". 2020. Cleverism.

https://www.cleverism.com/promotion-four-ps-marketing-mix/.

"The 4 Ps Of Marketing". 2020. Investopedia.

https://www.investopedia.com/terms/f/four-ps.asp.
"Top 5 Elements Of Promotion Mix (With Diagram)". 2020. Your Article Library.
https://www.yourarticlelibrary.com/marketing/promotional-mix/top-5-
elements-of-promotion-mix-with-diagram/48643.

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