11

Principles of
Marketing
2nd Quarter

Module 4 (Week 4)

Advertising, Sales Promotion, Personal Selling and

Public Relation

Yvonne P. Recelestino
Module Writer

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Content Standards:
The learners demonstrate an understanding of…
1. the essence of the new product development, pricing, placing (distribution),
and promoting a product or service
2. the necessity of a marketing plan in business
3. and proper interpretation of marketing strategies through workshop and
presentation

Performance Standards:

The learners shall be able to…

 design a new product or service, decide types of pricing approach, and
choose distribution methods and promotion tools that respond to
market trends
 create a new product or service design and pricing, and promotion
and distribution strategies
 orally defend the mini-marketing plan to a group of marketing
professionals

Learning Competency:

 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

Learning Objectives:

At the end of this module the students will be able to:

1. Understand the meaning and importance of advertising.

2. Understand the meaning and importance of public relation.
3. Explain the role of public relation in doing business.
4. Appreciate the importance of advertising and public relation in the business
industry

To the Learners

This module will equip you a necessary content knowledge, skills, and
competencies about advertising, sales promotion, personal selling and public
relation which you can use to better understand why a business allocates time,
money and effort just to have good advertisement and public relation to its
customer, especially to the public.

You read and understand carefully each part of the module so that you can
be able to answers various activity that will help you develop your potentials in
understanding the lesson.

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 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 into 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.

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 What I need to Know

In this module you will be able to encounter terminologies such as

advertising, advertising objective, public relation etc. You are expected to
understand the importance of it in the operation of the business and in the
industry also.

There are various activities prepared by the writer/s that will help you
understand the importance of advertising and public relation in achieving the
vision, mission, goals and objectives of an organization. It is hope that you will
learn to value the knowledge and wisdom of this module.

What I Know

Instruction: True or False. Write T if the statement is true and F if it is false.

___________1. Advertising is any paid form of non-personal presentation and

promotion of ideas, goods, or services by an identified sponsor.

___________2. Public relations are not important in the life of the business.
___________3. Advertisement is the process of seeking or finding a place to sell the
products of the company.
___________4. Public relation does not have a strong impact on public awareness at
a much lower cost than advertising can.
___________5. Advertising media is the vehicles through which advertising messages
are delivered to their intended audiences.

___________6. Personal selling is the personal presentations by the firm’s sales force
for the purpose of making sales and building customer relationships.

___________7. Personal selling doesn’t have any impact on the company itself.
___________8. Sales promotion is a short-term incentive to encourage the purchase
or sale of a product or a service.

___________9. Business promotions is the sales promotion tools used to persuade

resellers to carry a brand, give it shelf space, promote it in
advertising and push it to consumers.

___________10. Personal selling is the interpersonal arm of the promotion mix.

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 What’s In

On your previous lesson you learned about marketing channel or distribution

channels. Kindly complete the supply chain management process.

Before the lesson proper, kindly write the following guide questions to be given to
you in a piece of paper. Answer them based on your stocked knowledge or even as
a knowledgeable guess. After the discussion, try to answer those questions again,
and now apply the things learned from the lesson.

1. What is advertising?
2. What is personal selling?
3. What is public relation?
4. As an ABM student, is it important that you know this topics? Why?
5. How can you be able to apply the things learned from the lessons in your
everyday living?

What’s New
Advertising can be traced back to the very beginnings of recorded
history. Archaeologists working in countries around the Mediterranean Sea dug up
signs announcing various events and offers.

The Romans painted walls to announce gladiator fights, and the Phoenicians
painted pictures on large rocks to promote their wares along parade routes. During
the golden age in Greece, town criers announced the sale of cattle, crafted items,
and even cosmetics.

What is it

Advertising- any paid form of non-personal presentation and

promotion of ideas, goods, or services by an identified sponsor.

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Major advertising decisions

 Objectives setting- communication objectives, sales objectives

 Budget decisions- affordable approach, percent of sales, competitive parity,
objective and task
 Message decisions- message strategy, message execution
 Media decisions- reach, frequency, impact, major media types, specific
media vehicles and media timing
 Advertising evaluation- communication impact, sales and profit impact,
return on advertising

Advertising objectives - a specific communication task to be accomplished with a

specific target audience during a specific period of time.

Advertising objectives can be classified by their primary purpose- to inform,

persuade, or remind.

Advertising budget- the dollars and other resources allocated to a product or a

company advertising program.

Advertising strategy -the strategy by which the company accomplishes its

advertising objectives. It consists of two major elements: creating advertising
messages and selecting advertising media.

Advertising media - the vehicles through which advertising messages are delivered
to their intended audiences.

The major steps in advertising media selection are: 1.Determining on reach,

frequency, and impact; 2. Choosing among major media types; 3. Selecting specific
media vehicles; and 4. Choosing media timing.

Major media types

 Television
 Newspapers
 Internet
 Direct mail
 Magazines
 Radio
 Outdoor

Public Relations (PR)- building good relations with the company’s various publics
by obtaining favorable publicity, building up a good corporate image, and handling
or heading off unfavorable rumors, stories, and events.

Public relation can have a strong impact on public awareness at a much lower cost
than advertising can. The company does not pay for the space or time in the media.
Rather, it pays for a staff to develop and circulate information and manage events.
If the company develops an interesting story or event, it could picked up several

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different media, having the same effect as advertising that would cost millions of
pesos. And it would have more credibility than advertising.

Despite its potential strengths, public relations are sometimes described as a

marketing stepchild because of its often limited and scattered use.

Personal selling- personal presentations by the firm’s sales force for the purpose of
making sales and building customer relationships.

-is one of the oldest professions in the world. The people who do selling go by many
names, including salespeople, sales representative, agents, district managers,
account executives, sales consultants, and sales engineers.

-is the interpersonal arm of the promotion mix, involves interpersonal interactions
between sales people and individual customers- whether face-to-face, by telephone,
via e-mail, through video or web conferencing, or by other means.

Salesperson- an individual representing a company to customers by performing

one or more of the following activities: prospecting, communicating, selling,
servicing, information gathering, and relationship building.

Sales promotion- short-term incentives to encourage the purchase or sale of a

product or a service.

Whereas advertising offers reason to buy a product or service, sales promotion

offers reason to buy now.

Major sales promotion tools

Consumer promotions- sales promotion tools used to boost short-term customer

buying and involvement or enhance long-term customer relationships- samples,
coupons, refunds, premiums, and point-of-purchase displays to contests,
sweepstakes, and event sponsorships.

Event marketing (or event sponsorships)- creating a brand-marketing event or

serving as a sole or participating sponsor of events created by others.

Trade promotions- sales promotion tools used to persuade resellers to carry a

brand, give it shelf space, promote it in advertising and push it to consumers.

Business promotions- sales promotion tools used to generate business leads,

stimulate purchases, reward customers, and motivate salespeople.

What’s More

Activity 1: Matching Type: Choose the answer from the following terms/concepts.
Write the letter of the correct answer.

A. salesperson D. event marketing

B. advertising objectives E. business promotions
C. advertising media F. trade promotions

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__________1. It refers to a specific communication task to be accomplished with a
specific target audience during a specific period of time.

__________2. It refers to the way of creating a brand-marketing event or serving as a

sole or participating sponsor of events created by others.

__________3. It refers to an individual representing a company to customers by

performing one or more of the following activities.

__________4. It refers to the vehicles through which advertising messages are

delivered to their intended audiences.

__________5. It refers to the sales promotion tools used to persuade resellers to

carry a brand, give it shelf space, promote it in advertising and push it to
consumers.

What I have learned.

Activity 2

Instruction: Name 3 products or brands and design an advertisement for it

using the different media types.

Example: (Product) Coca-Cola -- (Media type) television- do a commercial about

family enjoying Coca-
Cola during meal time.

Product or Brand Media Type

1.

2.

3.

What I can Do

Activity 3

Instruction: There is a situation given below, all you have to do is act and
think as if you are in the life of the character given in the situation.

Situation: You were given 10 million pesos to create and design your own product,
and luckily you created a product that is so useful and will create a huge demand
for it in the market once it is launched. Now you are thinking of the different
advertisement you are going to do using the different types of media given below.

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Now draw its appearance and the brand name of your product, and write the
different advertisement you will going to do based on the different media
types given below.

My product’s appearance and brand My advertisement based on media

name type.
Television-

Radio-

Internet-

Magazine-

Assessment

Instruction: Read and understand the statement below and choose the
letter of the correct answer.

1. Which of the following refers the short-term incentives to encourage the

purchase or sale of a product or a service?

A. personal selling C. sales promotion

B. sales person D. public relation

2. Which of the following ways to any paid form of non-personal presentation and
promotion of ideas, goods, or services by an identified sponsor?

A. sales person C. personal selling

B. advertising D. trade promotion

3. Which of the following refers to ways on building good relations with the
company’s various publics by obtaining favorable publicity, building up a
good corporate image, and handling or heading off unfavorable rumors,
stories, and events.

A. public relation C. trade promotion

B. advertising D. business promotion

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4. Which of the following refers to the ways of creating a brand-marketing event
or serving as a sole or participating sponsor of events created by
others?

A. trade promotion C. event marketing

B. business promotion D. consumer promotion

5. Which of the following refers to the specific communication task to be

accomplished with a specific target audience during a specific period of
time?

A. advertising budget C. advertising strategy

B. advertising objective D. advertising media

Additional Activity

Instruction: Draw an informative advertisement or poster

about the current situation of our business industry and the economy.
And explain the reason behind this illustration.

Drawing Explanation

REFERENCES

I. Principles of Marketing 14th Edition (Kotler, Armstrong, 2012)

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