0 Republic of the Philippines

DEPARTMENT OF EDUCATION
Region IX, Zamboanga Peninsula
DIVISION OF PAGADIAN CITY
CO TEK CHUN NATIONAL TRADE SCHOOL

Learner’s Name: __________________________________________ Date: ________________ For ABM12 Only

Strand, Grade & Section: ___________________________________ Score: _______________

PRINCIPLES OF MARKETING
Week 1-3D
PROMOTION STRATEGIES
After going through this work sheet, learners are expected to:
1. Define and identify relevant promotional tools such as advertising, sales promotion, personal selling, public relations, and direct relations, and direct
marketing to create awareness and persuade the target market to buy the product or patronize the service.

The Communication Process

When you speak-whether to tell a story or news, to persuade someone to do something or to express your disagreement about something-you are
employing the communication process in order to deliver your message effectively. Similarly, companies that use marketing strategies use the communication
process to reach out to their consumers. They need to be noticed, heard, and understood, and this has been a challenge for these companies.
Due to the differences in the way consumers notice, hear, and understand messages, marketing programs must also differ. Different styles and channels
are employed to ensure that the consumers will understand the message.

Sender Encoding Message Decoding Receiver

Noise

Feedback Response

Sender’s Field of Experience Receiver’s Field of Experience

FIG.1 THE COMMUNICATION PROCESS

*Sender – the origin of the message; the party sending the message to another party. In marketing context, the company advertising its product is the one sending
the message.

*Encoding – the process of putting thoughts into symbolic form. For example, the marketing department or advertising agency of the company must put together
words, graphic illustrations, sounds, and other elements to convey the message of a TV advertisement.

* Message – the set of symbols or the elements formed in the previous step (encoding) that will be transmitted. For example, the actual TV advertisement is the
message of the company’s brand. The message must be appropriate for the receiver of the message in terms of tone, language, storyline, and delivery.

* Media – The channel through which the message is transmitted from the sender to the receiver. For example, a TV advertisement is transmitted through the
different channels and programs that the company will choose. In deciding which channels and/or TV programs to air an advertisement, companies
choose the TV programs whose target audience is the same as the company’s target market.

* Decoding – the process by which the receiver assigns meaning to the symbols transmitted by the sender. A TV advertisement, for example, will be interpreted by
the person who will watch it based on the words, images, music, and sounds that were used in the commercial.

* Receiver – the recipient of the message; the party receiving the message sent by another party. In the case of TV advertisements, the viewers who saw the
commercial are the receivers.

* Response - the reaction of the receiver after being exposed to the message. A person who saw the TV advertisement may be persuaded to buy the product being
advertised, feel dislike for the product, or feel or do nothing at all.

* Feedback – the receiver’s response that is communicated back to the sender. Nowadays, most people communicate their feedback on social media-whether in
public posts that tag the company or by directly sending a message to the social media account owned by the company.

* Noise – distortion or static during the communication process that distracts the receiver or changes the way the receiver decodes the message. A person who is
texting or talking on the phone while watching a TV advertisement might not be able to decode the message properly.

Companies must make an effort to understand the receivers well, which form part of the consumers of their product. In order to deliver an effective
message, they must use words language, and other elements that are significant to the target market. Companies must also understand the customers’ field of
experience-background, education, lifestyle-in order to have a more accurate understanding of receivers.

The Promotion Mix

The promotion mix or marketing communications mix is composed of marketing elements such as advertising, public relations, sales promotions,
1
direct marketing, and personal selling. Here is an overview of the promotion mix:
Advertising --- Advertising is a paid form of nonpersonal communication in audio or visual form that promotes products (goods, services, ideas, or places) to a
specific audience.
Public Relations--- Public relations builds good relations with the company’s various internal and external publics by creating favourable publicity, building up a good
corporate image, and addressing unfavourable issues and events.
Sales Promotions--- Sales promotions are short-term incentives created to encourage customers to purchase a product.
Direct Marketing--- Direct marketing is the direct communication with individual consumers via different channels to generate an action response and to build lasting
relationships.
Personal Selling--- Personal selling is the personal interaction between the sales personnel and the customers for the purpose of making a sale and building
customer relationships.

Companies adapt their marketing strategies to the changing habits of the consumers. Markets are now shifting away from mass marketing, thus,
companies now develop focused marketing programs designed to strengthen customer relationships. Companies are now doing less broadcasting (disseminating
information to a large group of people) and more narrowcasting (disseminating information to a select or small group of people).

Integrated Marketing Communications

Advertising

Personal Public
IMC (Integrated
Selling Marketing Relations
Communications)
delivers one consistent
message across different

Direct Sales

Marketing Promotion

FIG. 2 IMC integrates the messages of the promotion mix to ensure delivery of one consistent message

Assessment: Fill in the blank with the correct term about Promotion Strategies
_____________________________1. It builds good relations with the company’s various internal and external publics.
_____________________________2. It is the receiver’s response that is communicated back to the sender.
_____________________________3. It is the personal interaction between the sales personnel and the customers for the purpose of making a sale and building
customer relationships.
_____________________________4. It is the process of putting thoughts into symbolic form.
_____________________________5. It is a paid form of non-personal communication in audio or visual form that promotes products to a specific audience.
_____________________________6. It is the channel through which the message is transmitted through the different TV channels and programs that the company
will choose.
_____________________________7. It is a short-term incentives created to encourage customers to purchase a product.
_____________________________8. It is the recipient of the message and party receiving the message sent by another party.
_____________________________9. It is the direct communication with individual consumers via different channels to generate an action response and to build
lasting relationships.
_____________________________10. It is the set of symbols of the elements formed in the previous step (encoding) that will be transmitted.

Subject Teacher:

ALMA L. CHUA
ABM Teacher II