12 SENIOR HIGH SCHOOL

PRINCIPLES
OF MARKETING
Quarter 4 – Module 4
Promotional Tools

NegOr_Q4_Principles of Marketing12_Module4_v2
Principles of Marketing – Grade 12
Alternative Delivery Mode
Quarter 4 – Module 4: Promotional Tools
Second Edition, 2021

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NegOr_Q4_Principles of Marketing12_Module4_v2
Introductory Message
This Self-Learning Module (SLM) is prepared so that you, our dear
learners, can continue your studies and learn while at home. Activities,
questions, directions, exercises, and discussions are carefully stated for you
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Each SLM is composed of different parts. Each part shall guide you
step-by-step as you discover and understand the lesson prepared for you.
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Please use this module with care. Do not put unnecessary marks on
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answering the tasks in this module, do not hesitate to consult your teacher
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Thank you.

i NegOr_Q4_Principles of Marketing12_Module4_v2
 I

This module was designed to provide with fun and meaningful opportunities for
guided and independent learning at our own pace and time. You will be enabled to
process the contents of the learning resource while being an active learner.
The module discussed to 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.
The 4 P’s of marketing include product, price, place, and promotion. Promotions as the
fourth and the final P of the marketing mix, covers relevant promotional tools such as
advertising, sales promotion, personal selling, public relations, and direct selling.

TASK 1

Pre-assessment:
Directions: Identify what is asked in each item. Write the letter of the correct answer in your
notebook.
1. It means to turn the people’s attention to a specific thing.
A. Advertising C. Personal Selling
B. Sales Promotion D. Public Relations
2. It is an oral communication with potential buyers of a product with the intention of
making a sale.
A. Personal Selling C. Public relations
B. Direct marketing D. sales promotion
3. One of the four sales channel wherein sales presentations made at prospective
customer’s locations on a face-to-face basis.
A. Over-the-counter selling C. Field Selling
B. Telemarketing D. Inside selling
4. It is the stage in personal selling where marketer collects as much relevant information
as possible prior to the sales presentation.
A. Follow up
B. Pre-approach and call planning
C. Presentation approach and demonstration
D. Handling of Objections
5. It is a planned process to influence public opinion, through sound character and proper
performance, based on mutually satisfactory two-way communication.
A. Advertising C. Direct Marketing
B. Public Relations D. Personal Selling

1 NegOr_Q4_Principles of Marketing12_Module4_v2
6. It is the practice of managing the flow of information between an individual or an
organization and the public.
A. Advertising C. Direct Marketing
B. Public Relations D. Personal Selling
7. It is the process of persuading a potential customer to buy the product.
A. Advertising C. Direct Marketing
B. Public Relations D. Sales Promotion
8. It involves taking the product directly to the customer via whatever means, ensuring the
customer is aware of your brand at the point of purchase.
A. Pull Advertising Strategy C. Push Promotional Strategy
B. Push Branding Strategy D. Pull Marketing Strategy
9. It uses advertising to build up customer demand for a product or service
A. Pull Promotional Strategy C. Push Advertising Strategy
B. Pull Branding Strategy D. Push Marketing Strategy
10. What is flashed on the television screen when informercials are screened as part of the
direct response marketing?
A. QR Code C. Toll free number
B. Bar code D. Telephone number
11. It is the use of consumer direct channels to reach and deliver goods and services to
consumers without using marketing middlemen.
A. Direct marketing C. public relation
B. Personal selling D. advertising
12. KPA Supermarket conducted Midyear Sale of all the products. What kind of
promotional tools are they using?
A. Direct marketing C. public relation
B. Sales Promotion D. advertising
13. ZJA Corporation sponsored the marathon race during the Annual Fiesta of Dumaguete
City by giving off their special energy drink to the runners. What promotional tools did
the ZJA Corporation use?
A. Direct marketing C. Public Relation
B. Sales Promotion D. Advertising
14. Mayana Herbal Soap was flashed during the noontime TV Show. What promotional did
the company use?
A. Direct Marketing C. Public Relation
B. Sales Promotion D. Advertising
15. Athena talked to Zephaniah, a real estate broker, regarding the condo unit she wanted to
acquire. Zephaniah on the other hand explained to Athena about the benefits of acquiring
a unit in Jeska Residences. What promotional tools did Zephaniah use?
A. Personal Selling C. Advertising
B. Public Relation D. Sales Promotion

2 NegOr_Q4_Principles of Marketing12_Module4_v2
 ’s In

Task 2

Direction: Accomplish the table below in your notebook. Identify at least 5 products that you
see in the market, its distribution channel, and the type of promotional tools. 1 point per answer,
a total of 15 points.

Product Distribution Channel Promotional Tools

1.

2.

3.

4.

5.

’s New

Task 3

Bayani ABC Telcom Sells a New Product with Minimal Advertising

In 2007, Bayani ABC Telcom faced the challenge of having to sell a 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 communication and voice calls were
declining. The product that Bayani ABC Telcom was about to offer was primarily for voice -
------ it looked like a traditional telephone except that it was wireless so it could be brought
anywhere.
Bayani ABC Telcom 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

3 NegOr_Q4_Principles of Marketing12_Module4_v2
to text messaging). Bayani ABC Telcom was to offer its wireless phone, to be called Bayani
wireless, at rates at par with landline phones which allowed unlimited voice calls.
Bayan knew that simply explaining the unlimited calls feature of the product was
different from having the market experience it for themselves. So instead of doing a mass media
launch which was the common practice, Bayani ABC Telcom 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 Bayani ABC Telcom when during a military
rebellion that led to a siege of the Manila ABC Hotel in Makati City, a reporter for radio station
BZMM kept listeners updated for hours on end via his Bayani 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, Bayani ABC Telcom was able
to hit its first year of 200,000 subscribers ahead of schedule.

Explore!
1. What is the moral lesson of the story?
2. What are the struggles that Bayani ABC Telcom faced?
3. How did they overcome these struggles?
4. What did they do to make the Bayani Wireless known to the public?
5. If you are the marketer of the Bayani Wireless, how will you promote the product? Why?
6. Why is it important to know how to identify the different promotional tools that will suit to
your products?

Scoring Rubrics:
4-5 points Response to each question is well organized and clearly written;
there is evidence of planning before writing"
2-3 points Does not address the question clearly.
0-1 point Does not address the problem.

is It

Promotional Tools

Oftentimes, advertising is equated with marketing. But as you know, advertising and
promotions in general are part of the marketing mix. Promotion is the fourth and the final P of
the marketing mix, and covers matters such as advertising, sales promotions, public relations,
and personal selling strategies.

Promotion keeps the product in the minds of the customer and helps stimulate demand
for the product.

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Objectives of Promotion
1. Build awareness
• People will know that your product exists.
2. Create interest
• Since people or the consumers are already aware of the product, they can now
build curiosity regarding to the benefits of your product and how these products
can satisfy their needs and wants.
3. Provide information
• Because of their curiosity, as the marketer, you need to provide important
information regarding your product.
4. Stimulate demand
• Those people who are convinced to buy your product, they are now creating
demand towards your product.
5. Reinforce the brand
• Make a name to your product or branding.

These objectives will only be possible using the different promotional tools.

1. Advertising
• Comes from the Latin Words “Ad” for towards and “Verto” for I turn which
literally means to turn the people’s attention to a specific thing.
• Any form of paid non-personal presentation and promotion of ideas, goods, or
services through mass media such as newspapers, magazines, television, or radio
by an identified sponsor for the purpose of inducing people to buy.
• The process of delivering a message about ideas, goods, and services, through
the media, paid by an individual sponsor.
• Constitutes the most visible communication tool in a marketer’s arsenal.
• It is expensive therefore only larger companies can afford it.

Types of Advertising

1. Print Advertising
• It is the oldest media.
• It is printed on some type of paper.
• It can be seen in magazines and newspapers.
• It is effective if people can read it, but it reaches large number of people.
2. Outdoor Advertising
• Publicized product or service outdoors.
• It is suitable for small business.
• It must be attention seeker.
• Examples are billboards, bus benches and on buses and many others.
3. Broadcast Advertising
• It reaches wider audience.
• Great impact on listener or viewers.
• It can be seen or heard on radios, television, and internet commercials.
4. Surrogate Advertising
• It is to advertise indirectly
• It is banned by law.

5 NegOr_Q4_Principles of Marketing12_Module4_v2
 • Advertise for: cigarettes or alcohol.
5. Celebrity Advertising
• It uses public figures like celebrities, models, singers, and many others.

Importance of Advertising

1. Advertising does not mean that you are selling the product, but you are increasing
the sales of the product.
2. People will become aware of the product.
3. It will also create brand awareness.
4. It creates regular demands.
5. It provides information about the market and the things that happens around you.
6. It also helps in educating the people.

Steps in Advertising Procedure

1. Identify your purpose.

You are informing the customers about the product/services and how they are going
to avail it. You are also persuading them that your products/services are better than
your competitors. Moreover, you are reminding the consumers to use the products or
services.

2. Target your audience

You are going to determine or identify the people that will use or buy the products or
services. Market research will tell you who and where your target customers are.

3. Select a Medium
You are going to determine what medium you are going to use to reach your potential
customers with the most effective, efficient, and affordable you can select for the
advertising.

4. Create the Ad
You will be creating your ad. Beyond the widespread interest in great, creative
advertising, your product or service, purpose, and budget are the realistic parameters.
Always make sure that your ad is always appropriate for your audience, product,
service, and budget.

5. Place and Time of the Ad

When you are selecting where to place your ad, always remember to place it where it
can reach the right user, in the right place and at the right time.

6. Fulfill Expectations
Always make sure that you fulfill the promises mentioned in your advertisements.
Optimize your advertising strategy by tracking and new innovative technologies.

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2. Sales Promotion

It is the set of marketing activities to boost the sales of the products or services. It is the
process of persuading a potential customer to buy the product. Sales promotion tools are used
by organizations, including the manufacturers, distributors, retailers, and not-for-profit
institutions. It targeted the final buyers.

Tools of Sales Promotion

A. Consumer Oriented Promotion Tools

• Free samples
• Coupons
• Exchange Scheme
• Discounts
• Premium offers
• Personality Promotions
• Installment Sales
B. Trade-oriented Sales Promotion
• Cash Bonuses
• Stock Return
• Credit Terms
• Dealer Conferences
• Dealer Trophies
• Push Incentives

Advantages of Sales Promotion

• Price Discrimination
• Effect on consumer behavior
• Luring new customers with price

Disadvantages of Sales Promotion

• Increase price sensitivity
• Short Term Orientation

Push Strategy
It involves taking the product directly to the customer via whatever means,
ensuring the customer is aware of the brand at the point of purchase.

Examples of Push Tactics

• Trade show promotions to encourage retailer demand.
• Direct selling to customers in showrooms or face to face.
• Negotiation with retailers to stock your product.
• Efficient supply chain allowing retailers an efficient supply.
• Packaging design to encourage purchase.
• Point of sale displays.

Pull Strategy
Selling by yourself. It uses advertising to build up customer demand for a product
or service.

7 NegOr_Q4_Principles of Marketing12_Module4_v2
 Examples of Pull Strategy
• Advertising strategies that include mass media promotion of a product.
• Word of mouth referrals
• Sales promotion and discount
• Customer Relationship Management

3. Personal Selling

Personal Selling is an oral communication with the potential buyers of a product with
the intention of making a sale. It is the oldest form of promotion. It is a two-way flow of
communication between the buyer and the seller. It is a face-to-face or real time encounter.

According to Philip Kotler: “As face-to-face interaction with one or more prospective
purchasers for the purpose of making the sales.”

When is it useful?
1. When company is small or does not have sufficient funds to carry an advertising
program.
2. When the market is concentrated.
3. When the personality of the salesman is needed to establish rapport or create confidence.
4. When the product has higher unit value.
5. When it requires demonstration.
6. When it must be fitted to the individual customer’s needs.
7. When it is purchased frequently.

Steps of Personal Selling

1. Prospecting, Identifying and Qualifying
• You will pick the best prospect out of the crowd.
2. Pre-Approach and Call Planning
• This step involves the collecting of as much relevant information as possible
prior to the sales presentation. The pre-approach investigation is carried out on
new customers but also on regular customers.
3. Presentation Approach and Demonstration
• The salesperson should always focus on the benefits for the customer.
• This is done by using the product’s features and advantages. This is known as
the FAB technique (Features, Advantages and Benefits).
4. Handling of Objections
• It is where you handle doubters or pessimistic people and those who are against
the product.
5. The Close
• It is where the deal is closed. It is either the they slammed the door or accepted
the product.
6. The Follow-Up
• It is the last stage wherein you are going to follow up especially those customers
who are convinced but not able to buy due to lack of funds.

8 NegOr_Q4_Principles of Marketing12_Module4_v2
4. Public Relations

Public relations (PR) is the practice of managing the flow of information between an
individual or an organization and the public. The aim of public relation is to persuade the
public, investors, partners, employees, and other stakeholders to maintain a certain point of
view about it, its leadership, products, or of political decisions. It is the company armor that
the company can wear which would protect the company during adverse times.

Definition of Public Relation

1. “Public relations is a planned process to influence public opinion, through sound

character and proper performance, based on mutually satisfactory two-way
communication.”
2. Public relations can also be defined as the practice of managing communication
between an organization and its publics.

3. According to A.B. Ilano of Principles of Marketing,” PR is also about ensuring that

influence groups have positive feelings about the company so that the firm can survive
potentially hostile political environments.”

There are four PR process according to Marston and that is RACE which stands for:

R - Research
A - Action
C - Communication
E - Evaluation

Functions of PR
• Press Relations
Giving news and information about the firm in the most favorable way.
• Product Publicity
Sponsoring occasions to advertise explicit products.
• Corporate Communications
Inducing better understanding of the organization via internal and external
communications
• Lobbying
Managing administration and government officials to support or defeat law and
regulation
• Advisors
Counseling the management concerning public matters with respect to the
company’s image during the good and bad period.

Advantages of PR
• Credibility
• Cost
• Avoidance of Clutter
• Lead Generation
• Ability to reach specific groups
• Image Building

9 NegOr_Q4_Principles of Marketing12_Module4_v2
 Disadvantages of PR
• Difficult to quantify PR benefits
• Lack of control
• ‘Deft’ management required

Uses of PR
Customer complaints and redressal
• It is an opportunity to cement relations with the customer
• Very important in the service and hospitality industry
Combating rumors/falsehoods
• Confront and disclose facts in leading media
• Give the positive side of the story
• Capitalize on rumor to your benefit
• Rumor can be dismissed as ridiculous

5. Direct Marketing

Direct Marketing is the use of consumer direct channels to reach and deliver and services
to consumers without using marketing middlemen. It helps the companies to opening dialogue
directly between themselves and the consumers of their products. It targets individual users
rather than through intermediaries. Company markets through various advertising media that
interact directly with consumers, generally encouraging the consumer to make a direct response.
It consists of direct communications with carefully targeted consumers to obtain an immediate
response. However, the ultimate purpose of direct marketing is to establish and manage direct
long-term relationship with customers by capturing personal information in a database.
Marketer send birthday cards, information materials and small premiums to certain customers.

Advantages

To Businesses:
• Direct marketing can help sales to grow when used along with sales promotions and
advertising campaigns.
• It is also useful for small businesses through guest books, visitors list, and lists inquiries.
These operations rely on repeat business.
• Direct marketing builds relationships: it is important tool in customer relationship
management (CRM)
• It helps to measure response to campaigns to decide which media is most profitable.
• It helps to find cost effective approach of media.

To Consumers:
• Home shopping can be fun, convenient and hassle free.
• Buyers get goods services from the company like toll free numbers for purchasing or
ordering goods.
• It provides quick delivery of goods to the consumers.
• It saves time and introduces consumer to a larger selection of merchandise.
• Consumer can do comparative shopping by browsing through mail catalogs and online
shopping services.

10 NegOr_Q4_Principles of Marketing12_Module4_v2
Forms of Direct Marketing:

1. Direct Mail Marketing

• It involves sending an offer, announcement, reminder, or other item to a person through
mail.
• Marketers send out millions of mail pieces each year, using highly selective mailing lists.
• It is a popular medium as it permits target market selectivity, can be personalized, and it
is flexible.
• The cost is very high compared to mass media, but the people reached are better
prospects.

2. Catalog Marketing
• The seller prepares catalogues of merchandise or products and sells directly to customers.
• Catalogues are generally in printed form but can also be distributed in the form of CDs.
• To reduce printing and distribution costs catalogues are being increasingly made online.
• The products that are produced from different companies or vendors can be combined
into one catalogue so that it can provide a one stop shop for customers looking out for a
particular type of product.

3. Telemarketing
• Telemarketing is the use of telephone and call centers to attract prospects, sell to existing
customers and provide service by taking orders and answering questions.
• Companies use call centers for inbound telemarketing – receiving calls from customers
and outbound marketing – initiating calls to prospects and customers.
• Effective telemarketing depends on choosing the right telemarketer, proper training and
providing performance incentives.
• The advantages are to replace more expensive field-sales call, reduces amount of personal
selling effort and reduce field-force travelling calls.

4. Direct Response Marketing

Television:
Direct marketing via television (commonly referred to as DRTV) has two basic forms:
1. Long form (usually half-hour or hour-long segments that explain a product in detail
and are commonly referred to as infomercials)
2. Short form which refers to typical 30-second or 60-second commercials that ask
viewers for an immediate response (typically to call a phone number on screen or go to
a website).
Informercials promote products that are complicated or technologically advance or
require a great deal of explanation.
A toll-free number is flashed on the television screen when informercials are screened.
The consumer can call the number for the demonstration and delivery of the product.

5. Kiosk Marketing:
Kiosk is small, mostly rectangular, stand alone booth used in high-foot-traffic areas,
convenience stores or even malls for marketing purposes.
A kiosk will usually be manned by one or two individuals who help attract attention to
the booth to get new customers.

11 NegOr_Q4_Principles of Marketing12_Module4_v2
 Kiosk are machines kept in shopping malls and other such places by organizations to
spread the information and generate orders from customers who visit free standing, semi-
permanent display, or retail outlet, within a large retail establishment or a shopping mall.

’s More

Task 4

Direction: Give at least three (3) examples of a product or brand. Identify the type of
promotional tools used for these products or brands. What do you think is the reason why they
choose these promotional tools?

Product/Brand Promotional Tools Reason

1.

2.

3.

12 NegOr_Q4_Principles of Marketing12_Module4_v2
 I Have Learned

Now that we are finished in our lesson, let us review the topics we have learned.

Complete the following statements. Write your statements in your activity notebook.

1. As an ABM student, I have learned that the following promotional tools are
_______________________.

2. As an ABM student, I have realized that the importance of identifying relevant

promotional tools is ___________________________________.

3. Using the knowledge I have learned in this lesson, I will apply

_______________________.

13 NegOr_Q4_Principles of Marketing12_Module4_v2
 I Can Do

Task 5

Note: You can choose either A or B.

A. Direction: Choose any product or brand. Make your own TV advertisement. Do this in a 3-
5 minutes video presentation.

Rubric
Video Presentation rubric is assigned to assess a video task given to the learners.

Beginning Developing Accomplished Distinguished

0-10 11-15 16-20 21-25
Content & Not organized. Portions may be Fairly well Program shows a
Organization Difficult to follow. poorly documented documented and continuous
– Poor quality shows and/or organized. organized. Format progression of
Is your project poor effort. Hard to follow the is easy to follow. ideas and tells a
organized and progressions of the Good explanation complete, easily
documented? story. Explanation shows good effort. followed story.
shows some effort. Well documented
and organized.
Excellent, well
thought out
explanation shows
superior effort.
Usefulness – Project’s usefulness Project Project is focused Project is focused
Does your is in question. Does demonstrated and informative; and very
video stay not inform; does not development of promotes the use of informative;
focus on an stay focused on the computer computer promotes the use of
informative topic. technology; has technology to create computer
topic? Does it problems staying the video to deliver technology to
promote the focused on topic. information. create the video and
use of makes others want
technology to to use the same type
inform the of format in
audience delivering
about the information to an
topic? audience.
Creativity & Use of elements Minimal use of Good use of Excellent sense of
Elements of detracts from video. design elements. graphics and/or design. Effective
Design – Is Too many or too No transitions. other design camera techniques
your video gaudy graphics; Sound is lacking or elements. Some used for the video
interesting? transitions, too inappropriate or transitions are and pictures. Video
Did your many clips, scratchy. Some inappropriately and pictures are I
choice of backgrounds and/or pictures or video placed. Sound focus and of good
elements such sounds detract from clips may be out of quality is OK. quality. Smooth
as film clips, content. Pictures or focus or “shaky”. Video clips or transitions are
pictures, video clips may be pictures are clear appropriate and aid
backgrounds, out of focus or and in focus. in delivery of the
and “shaky”. presentation.
transitions

14 NegOr_Q4_Principles of Marketing12_Module4_v2
 enhance the
project?
Oral Great difficulty Some difficulty Fairly fluid Well-rehearsed.
Presentations communicating communicating delivery. Voice, eye contact
Skills ideas. Poor voice ideas. Poor voice Communicates and pacing hold
projection; no eye projections; some ideas with proper interest and
contact; no eye contact; no voice projection; attentions of
introduction; introduction; perhaps one audience;
mispronounced mispronounced a mispronounced introduced self and
words; stopped or few words; long work; made eye project. Responded
had long pauses; pauses; somewhat contact; introduced easily to questions.
confused. confused. self and project.
Respond to
questions.
Source: https://tinyurl.com/3ud3sxpu

B. Direction: Create your own Product Catalogue

Rubric
This rubric is assigned to assess the design, information and the purpose of doing the tasks.

Beginning Developing Accomplished Distinguished

0-10 11-15 16-20 21-25
The display has The display has 15
The display has at least The display has
fewer than 10 items different but related
12 different but related 20 or more
or the items are not items. At least 12 of
items. At least 10 of different but
Content good information on these items are
these items are excellent related items that
the catalogue or excellent, essential
and essential cover the topic in
there are several information on the
information on the topic detail.
errors. topic
The catalogue The layout is
There is a good bit
seems a hodge- appealing and
More thought and of visual appeal and
podge of items well organized,
planning should be organization, but
thrown together the use of color
given to visual appeal some elements are
Catalogue with no thought to and text add
and organization. There lacking. Color,
Design planning. There is interest and
seems to be little layout, text,
no consistency to appeal. There is
consistency is visual alignment, motif,
layout, colors, or consistency in
elements. page interest need
other visual alignment colors,
improvement.
elements. and motif.
Neatness and There are 5-6 errors There are 3-4 errors in There are 2-1 errors There are no
Clarity in the catalogue, the the catalogue, and the in the catalogue, the errors in the
products are not text are not properly texts are properly catalogue and the
clear as well as its aligned, the products aligned and the information of
information are visible. information of the the products are
product are well written.
properly written.
More than 4
misspellings of the Three or fewer No misspellings,
Four misspellings,
products and its misspellings, mechanical, or
Mechanics mechanical, and/or
information, mechanical, and / or grammatical
grammatical errors.
mechanical and/or grammatical errors. errors.
grammatical errors.
Source: https://www.slideshare.net/megbegnaud/literary-scrapbook-rubric

15 NegOr_Q4_Principles of Marketing12_Module4_v2
Task 6

Directions: Identify what is asked in each item. Write the letter of the correct answer in your
notebook.

1. What stage in personal selling where marketer collects as much relevant information as
possible prior to the sales presentation.
A. Follow up
B. Pre approach and call planning
C. Presentation approach and demonstration
D. Handling of Objections

2. It is the practice of managing the flow of information between an individual or an

organization and the public.
A. Advertising C. Direct Marketing
B. Public Relations D. Personal Selling

3. As part of the strategies of direct response marketing, usually what is flashed on the
television screen when informercials are screened?
A. QR Code C. Toll free number
B. Bar code D. Telephone number

4. It is an oral communication with potential buyers of a product with the intention of

making a sale.
A. Personal Selling C. Public relations
B. Direct marketing D. sales promotion

5. Athena talked to Zephaniah, a real estate broker, regarding the condo unit she wanted to
acquire. Zephaniah on the other hand explained to Athena about the benefits of acquiring
a unit in Jeska Residences. What promotional tools did Zephaniah use?
A. Personal Selling C. Advertising
B. Public Relation D. Sales Promotion

6. ZJA Corporation sponsored the marathon race during the Annual Fiesta of Dumaguete
City by giving off their special energy drink to the runners. What promotional tools did
the ZJA Corporation use?
A. Direct marketing C. Public Relation
B. Sales Promotion D. Advertising

7. It involves taking the product directly to the customer via whatever means, ensuring the
customer is aware of your brand at the point of purchase.
A. Pull Advertising Strategy C. Push Promotional Strategy
B. Push Branding Strategy D. Pull Marketing Strategy

16 NegOr_Q4_Principles of Marketing12_Module4_v2
8. It means to turn the people’s attention to a specific thing.
A. Advertising C. Personal Selling
B. Sales Promotion D. Public Relations

9. It uses advertising to build up customer demand for a product or service

A. Pull Promotional Strategy C. Push Advertising Strategy
B. Pull Branding Strategy D. Push Marketing Strategy

10. One of the four sales channel wherein sales presentations made at prospective
customer’s locations on a face-to-face basis.
A. Over-the-counter selling C. Field Selling
B. Telemarketing D. Inside selling

11. KPA Supermarket conducted Midyear Sale of all the products. What kind of
promotional tools are they using?
A. Direct marketing C. public relation
B. Sales Promotion D. advertising

12. Mayana Herbal Soap was flashed during the noontime TV Show. What promotional did
the company use?
A. Direct Marketing C. Public Relation
B. Sales Promotion D. Advertising

13. It is a planned process to influence public opinion, through sound character and proper
performance, based on mutually satisfactory two-way communication.
A. Advertising C. Direct Marketing
B. Public Relations D. Personal Selling

14. It is the process of persuading a potential customer to buy the product.

A. Advertising C. Direct Marketing
B. Public Relations D. Sales Promotion

15. It is the use of consumer direct channels to reach and deliver goods and services to
consumers without using marketing middlemen.
A. Direct marketing C. public relation
B. Personal selling D. advertising

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 18 NegOr_Q4_Principles of Marketing12_Module4_v2
Pre-Assessment
1. A 6. B 11. A
2. A 7. D 12. B
3. C 8. C 13. C
4. B 9. A 14. D
5. B 10. C 15. A
Task 2 Answer May Vary.
Note: Below is just an example.
Product Distribution Channel Promotional Tools
Direct Selling/Catalog
1. Avon Lipstick Direct-to-consumer sales
Marketing
Task 4 Answer May Vary.
Note: Below is just an example.
The seller prepares catalogues of
Direct Selling/Catalog merchandise or products and sells
Avon Lipstick directly to customers.
Marketing
Task 5 Answers may vary. Please refer to the rubrics.
Assessment
1. B 6. C 11. B
2. B 7. C 12. D
3. C 8. A 13. B
4. A 9. A 14. D
5. A 10. C 15. A
References
Book

Ilano, A. B. (2017). Principles of Marketing. First Edition. 856 Nicanor Reyes, Sr. St.,
Sampaloc, Manila: Rex Book Store, Inc. (RBSI), February 2017: Pp 265-296.

Online Sources

n.d. www.slideshare.net. Accessed March 24, 2021.

https://www.slideshare.net/cedecite/2rubric-assessment-video.
n.d. Accessed March 24, 2021. Anonymous. (n.d.)
https://www.slideshare.net/megbegnaud/literary-scrapbook-rubric.
deepu2000. 2016. www.slideshare.net. December 01. Accessed March 17, 2021.
https://www.slideshare.net/deepu2000/personal-selling-69710870.
n.d. Rasadiya, M. (2013). Promotion mix (tools). Published in: Education, Business, News &
Politics. Retrieved from: https://www.slideshare.net/mrasadiya/promotion-mix-tools.
eraj1990. 2013. www.slideshare.net. November 9. Accessed March 17, 2021.
https://www.slideshare.net/eraj1990/advertising-28072150.
Gundla, D., Kadam, A. and Parab, P. 2013. www.slideshare.net. Accessed March 17, 2021.
https://www.slideshare.net/parabprathamesh/public-relations-final.
Karmakar, S. (2016). Sales promotion. Published in: Slideshare / Marketing. Retrieved from:
https://www.slideshare.net/SouravKarmakar12/sales-promotion-ppt-66485732. 2016.
Accessed March 17, 2021.
2020. Marketing 91. December 21. Accessed March 24, 2021. n.d.
https://www.youtube.com/watch?v=YCK3bq6JpLw.
Gupta, S. 2014. www.slideshare.net. Accessed March 17, 2021.
https://www.slideshare.net/shwetagupta796/direct-marketing-and-direct-selling.

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