PRINCIPLES OF

MARKETING
Quarter 4- Week 4
Handout
Promotion

Learning Competency:
 Define and identify relevant promotional tools
to create awareness and persuade the target
market to buy the product or patronize the
service.

Objectives:
After reading this handout, the learners are expected to
1. Identify the different elements of promotional mix;
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.

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 Concept Notes

P romotion is the part of marketing where you advertise and market your
product, also known as a promotional strategy. Through it, you let potential
customers know what you are selling.
In order to convince them to buy your product, you need to explain what it is,
how to use it, and why they should buy. The trick in promoting is letting consumers
feel that their needs can be satisfied by 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.
Through the promotional mix, a company aims to fulfill two basic objectives.
One is to make the customer aware that the product and brand exist. The other is to
persuade them to actually
pick this product over all others and continue to buy it.

ELEMENTS OF PROMOTIONAL MIX

Direct marketing- This channel targets specific influential potential customers or users through telemarketing,
customized letters, emails and text messages.
Public Relations - PR or publicity tries to increase positive mention of the product or brand in
influential media outlets. These could include newspapers, magazines, talk shows and new media such
as social networks and blogs. This could also mean allowing super users, or influencers to test the
product and speak positively about it to their peers. This type of advertisement may or may not be paid.
For example, sponsoring a major event and increasing brand visibility is a paid action.
Personal Selling-is an activity of informing and persuading a market on a person-to-person basis to buy the
merchandise offered for sale.

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CHARACTERISTICS:
A. Advertising
1. Adverting is non-personal or mass communication. Personal contact is not possible.
2. It is a paid form of communication.
3. It is a one-way communication.
4. Identifiable entity/sponsor- company or person gives advertising.
5. It is costly option to promote the sales.
6. It can be reproduced frequently as per need.
7. It is widely used and popular tool of market promotion.

B. SALES PROMOTION

1. To induce immediate buying

2. Supplementary to advertising
3. Involves all promotional efforts
4. Consists of short- term incentives schemes or plans offered to buyers
5. Involves non – routine selling efforts

C. PERSONAL SELLING
1. Face to face
2. Involves 2-way communication
3. Immediate feedback can be measured
4. More flexible
5. Involves educating and assisting people to buy

D. PUBLIC RELATION
1. Undertaken continuously
2. Covers formal and informal groups
3. Integral part of managerial functions
4. Interactive

E. DIRECT MARKETING

1. Direct connections with targeted customers

2. Carried out through direct mail, email

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 ACTIVITY

What is your favorite product? Prepare a step by step sales presentation. Gather as much information as
possible about the product.

Rubrics for Grading the Presentation:

5- If the paragraph consists of 5 or more sentences with correct and complete Information.

4- If the paragraph consists of 3 to 4 sentences with correct information.

3- If the paragraph consists of 2 to 3 sentences with correct information.

2- If the paragraph consists of 2 sentences with correct information

1- if the paragraph consists of only one sentence with correct information.

Assessment

I. Directions: Write the letter of the promotional mix that best

described below.

a. Advertising b. Public Relation c. Personal Selling

d. Sales Promotion e. Direct Marketing

_____1. This could also mean allowing super users, or influencers to test the product and speak
positively about it to their peers.
_____2. This aims to create a personal relationship between the client and the brand or product.
_____3. This mode of promotion is usually paid, with little or no personal message.
_____4. These are usually short term strategic activities which aim to encourage a surge in sales.
_____5. This channel targets specific influential potential users through telemarketing, customized
letters, emails and text messages.
_____6. This tries to increase positive mention of the product or brand in influential media
outlets.
_____7. Billboards, posters, web pages, brochures and direct mail also fall in the same category.
_____8. Interactions can be in person, over the phone and over email or chat.
_____9. These could be ‘buy one get one free’ options, seasonal discounts, contests, samples or
even special coupons with expiration dates.

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 _____10. Mass media such as television, radio or newspapers and magazines is most often the
carrier of these messages.

II. Odd One Out. Direction: Select the term that does not belong to the group.
Write the odd term in the last column of the
table.

PROMOTIONAL MIX TERMS ODD TERM

1
Public Personal
Advertising Radio
Relatio Selling
n
2
Sales Direct
T.V. Sponsorshi
Promotio Marketing p
n
3
Text
Telemarketin Emails Billboard
Message
g
s
4
Posters Brochures Radio Blogs
5
Seasonal
Contests Samples Posters
Discounts
6
Social Newspaper Blog Talk Show
Network
7
Over the Email Coupons Chat
phone
8
Text Magazines Direct Mail Web Pages
Messages
9
Sales Direct
Advertising Marketing
Promotio Marketing
n
10
Word Free
Rebates Prizes
of sample
Mouth s

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Prepared by:

JIMMY E. CARIÑO
Subject Teacher

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