Professional Documents
Culture Documents
Principles of Marketing
Quarter 2 – Module 4:
Promotion
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Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or office
wherein the work is created shall be necessary for exploitation of such work for profit. Such
agency or office may, among other things, impose as a condition the payment of royalties.
Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.
Team Leaders:
School Head : Carlito A. Pontillas
LRMDS Coordinator : Annie Rhose C. Rosales
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Principles of Marketing
Quarter 2 – Module 4:
Promotion
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Introductory Message
For the facilitator:
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:
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.
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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.
What I Need to Know This will give you an idea of the skills or
competencies you are expected to learn in the
module.
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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!
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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.
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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.
__________15. Different stages of the product life cycle require different types of
promotional activities and strategies.
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Lesson
Promotion
4
The marketing image
that you’re trying to
P romotion is the part of marketing where you
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ADVERTISING
PUBLIC RELATIONS
PERSONAL SELLING
DIRECT MARKETING
SALES PROMOTION
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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.
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What’s In
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
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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
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What’s New
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.
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What is It
7. It is widely used
and popular tool of
market promotion.
DIRECT MARKETING
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Directions: Tick (/) the appropriate box that corresponds to the characteristics of
the promotional mix given on the first column.
1. It can be
reproduced
frequently
2. Carried out
through
direct mail
3. Face to face
4. Covers
formal and
informal
5. Involves
non-routine
selling
6. Interactive
7. One-way
communication
8.Involves
2-way
communication
9. Induce
immediate
buying
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What’s More
Odd One Out.
Write the odd term in the last column of the table.
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
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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.
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.
Personal Selling aims to create a 10. ________________________ between the client and
the brand or product.
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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
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