PROMOTIO

N
Prepared by:
Mark Christian Catapang
What is PROMOTION?
Includes advertising,
promotions, personal selling,
publicity and public
relations.
Types of Promotion
Trade Promotions
• intended for marketing intermediaries
• the purpose is to encourage the
intermediaries to increase purchases, to
stock a particular product, to accelerate
purchases or payments for purchases, or to
extend preference towards a particular brand
 Types of Promotion
Consumer Promotions
• intended for consumers.
• The purpose is to induce product trial, to encourage
brand switching or to reward consumer patronage.
Marketing Communications
Model
illustrates how marketing
companies communicate
product information and other
advertising messages to their
customers
Advertising
Any paid and public
presentation of products,
services or ideas by an
identified sponsor through a
medium.
Objectives of Advertising:
• To build awareness
• To inform
• To persuade
• To remind
Brand Awareness
is the extent to which
consumers are familiar with the
distinctive qualities or image of
a particular brand of goods or
services.
Achieving a high level of awareness provides
the brand the following advantages:
• Learning Advantages - heavily influence the formation and strength
of associations that compromise the brand's image.
• Consideration Advantages - increase the likelihood that the brand
will be included in the consumer's "consideration set", or the set of
brands that receive serious consideration for purchase.
• Choice Advantages - can affect choices among brands included in the
consideration set, despite the fact that there may be no other
associations to those brands.
Advertising Campaigns
1. Identifying the target market.
2. Establishing advertising objectives.
3. Determining advertising message.
4. Selecting Media
5. Managing and coordinating the marketing communication
process.
Advertising Messages
• Functional - attempts to provide a
product brand as the solution to a
current consumption problem
experienced by the customers.
• Symbolic - attempts to associate brand
ownership with an aspirational group.
• Experimental - attempts to promote
brands using high sensory value.
Types of Media and
Techniques Used in
Advertising
RADIO
• the system or process that is used
for sending and receiving signals
through air without using wires
• most accessible media 
 Advantages Disadvantages

relatively inexpensive   audio only

frequency required for

target marketing possible
effectiveness

passive medium
PRINT
• Magazines and newspaper
• Many advertisers still favor
newspapers as their vehicle of
choice because of their national
circulation, population penetration,
and pass-on readership.
Newspaper
Advantages Disadvantages
credible spillage
pass-on readership obsolescence
target marketing
poor image quality
possible
Magazine
Advantages Disadvantages
good image quality long lead time
target marketing difficult to time
possible advertising
pass-on readership
not subject to
obsolescence
Television (TV)
• a system for transmitting visual
images and sound that are
reproduced on screens, chiefly
used to broadcast programs for
entertainment, information and
education.
 Advantages Disadvantages

audio, video and

expensive
movement

target marketing frequency necessary for

possible effectiveness
Alternative Media and Techniques
• Cinema • Email Advertising
• Billboard • Transit Advertising
• Websites • Online Ads
• Social Networking Sites • Direct Response Advertising
• Directory Advertising • Point-of-Purchase, Signs, Posters,
• Product Placement and Leaflets