PROMOTION

Promotion is the explicit communication

strategy adopted by an enterprise to elicit
the patronage, loyalty and support of its
customers (other stakeholders).

All direct communication efforts of the

enterprise
ADVERTISEMENTS
PROMOTIONAL TOURS
PRODUCT OFFERINGS
POINT-OF-SALE DISPLAYS
FLYERS
WEBSITE
WEBSITE
EMAIL
LETTERS
TELEMARKETERS
Indirectly,
• the enterprise communicates through the quality of its
products and attractiveness of its packaging.
Indirectly,
• the enterprise communicates through the quality of its
products and attractiveness of its packaging.

“Share a coke with your name on it”

• It also communicates indirectly through the services
rendered by its people.
• It likewise communicates indirectly through its
location, its premises and branches, and its pricing
strategy.
Everything the enterprise does contributes to its total image
and to its total communications strategy. Some are subtle
messages. Others make or break the company. A highly
defective product, for example, cannot be saved by even the
most aggressive advertising campaign.
Effective promotion depends on three critical
factors:

1. the credibility of the communicator

2. the message and the medium of the message

3. and, the receptiveness of the audience to all

that is being communicated.
The Ayala Group has been able to build tremendous credibility
in over a century of service to the Filipino people.
The Bank of Philippine Islands, is a conservative, safe but growing financial
institution with a tremendous following from corporations, high net worth
individuals and ordinary depositors.
 Buyers know that
Ayala can deliver
quality properties and
that these properties
would be able to gain
market value easily.

Ayala Land offerings sell

upscale lots and condominiums
Ayala’s reputation in building Makati City has spilled over to its
numerous commercial centers and high-class subdivisions in
many key locations.

All Ayala has to do in its promotion campaign is to announce

that it is Ayala building the property and the people will buy.
HOW?
MARKET
Before crafting its promotion and communication RESEARCH
strategy, the communicator must profile the target
audience very well.

• Demographics
• Psychographic • who exactly is
• Technographic the market
• Customer’s traits and audience
charecteristics
• Brain preferences • what they are
• Personalities looking for in a
• Interests particular
• Values product offering
• Attitudes
• Buying behaviour • what it will take
• Usage patterns to convince
• Perceptions about them to
different products purchase the
product
offering.
When you get cavity there’s no
second chance.

That’s why it’s important that you

know that more dentists
recommend Crest for fighting
cavities than all other toothpaste
combined.

It’s point that’s made rather

dramatically when you consider
that Crest has prevented 523
million cavities since its
introduction in 1955.

There are of course, no sure things

in your battle against cavities. But
at least Crest helps put the odds in
your favor.
 important
• make to elicit asense
very positive emotional
Morelogical
powerful than ofthe
thethinking
words and place the
process,
reaction
themfrom thecontext
in the target audience
that he
respondent will receive an or she wants
emotional or
stimulus
thinks is the best
that would lead context
to an emotional reaction,
All psychologists and neurologists know that the
which can either be weak or strong.
emotional
• makereceptors of the brain
a mental judgment toare the first
accept or not
recipient of stimuli.
accept The thinking brain takes some
the words.
milliseconds longer to react.

• Neocortex
(intellectual
tasks)

• Limbic system
Promotional (emotions)
campaigns should
take brain functioning • Reptilian
into account, complex (self-
especially when using preservation
mass media where
time, space and costs
are of utmost
importance.
 • What
All will matter
messages is notresonate
must the productwith
itself
but the effects of the product on the
thecustomer.
target audience. They must
have sensory, emotional and
• What will count
intellectual are theon
impact tangible
the or psychic
outcomes obtained by the customer from
audience.
the usage of the product.

• Focusing on the physical

features and attributes of a
product is not going to be
as powerful a message as
focusing on the results
obtained by the customer.
• The narrower the market coverage, the more focused the
promotion campaign. Neighborhood flyers, word of mouth
promotion, and house to house campaigns might suffice for
highly localized business.
• As the targeted audience becomes bigger, the marketer
can shift from a rifle to a shotgun approach. E-mails,
websites, letter blasts, radio broadcasts and print ads in
certain publications might serve the purpose.
• For mass markets, television commercials, ubiquitous billboards and
high-circulation broadsheets, magazines or tabloids would already be
cost effective and create quite an impact.

• The idea is to match the size of the market with

the medium used and the resources of the
enterprise.
• The narrower the market coverage, the more focused the promotion
campaign. Neighborhood flyers, word of mouth promotion, and house
to house campaigns might suffice for highly localized business.

• As the targeted audience becomes bigger, the marketer can shift from
a rifle to a shotgun approach. E-mails, websites, letter blasts, radio
broadcasts and print ads in certain publications might serve the
purpose.

• For mass markets, television commercials, ubiquitous billboards and

high-circulation broadsheets, magazines or tabloids would already be
cost effective and create quite an impact.

• The idea is to match the size of the market with

the medium used and the resources of the
enterprise.
Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means overall design and look.

Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means overall design and look.

Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means color.
Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means powerful pictures.

Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means powerful pictures.

Whatever medium is used, the enterprise must take
great care to craft the right message. The right
message does not only mean words.

• It means memorable music and pleasing voices.

• It means plausible or poetic situations.

• It means fine acting.

Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means credible and charismatic endorsers.

Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

• It means connecting very well with the targeted audience

and getting their undivided attention.
Whatever medium is used, the enterprise must take great
care to craft the right message. The right message does not
only mean words.

It means great recall during the promotion, shortly after, and

a long time thereafter.
 The enterprise should monitor the impact of its promotion
campaigns. Which medium gets more response? What
CUSTOMER INTEREST GENERATED
message works?
BILLBOARD

TV AD

PRINT AD

PUBLIC
RELATIONS

COST OF PROMOTION
 The enterprise should monitor the impact of its promotion
campaigns. Which medium gets more response? What
message works?
BILLBOARD

TV AD
ACTUAL SALES

PRINT AD

PUBLIC
RELATIONS

COST OF PROMOTION
Customer feedback should be solicited through
surveys

or customer interviews who experienced the

promotion and bought the product.
The learning enterprise should
become wiser from its successes
and failures by documenting and
analyzing all its promotion
campaigns.