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Marketing - Lesson 9

Principles of Marketing Lesson 9

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10 views4 pages

Marketing - Lesson 9

Principles of Marketing Lesson 9

Uploaded by

Trisha Besa
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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Module 5

Lesson 9: Promotion

MODULE OVERVIEW:
Promotion is all the communication ways that marketers can use to inform customers and
prospects about the total market offering. Promotion has its own mix which includes
advertising, sales promotion, personal selling, public relations, and direct marketing.

OBJECTIVES

The learners should be able to:


Define and identify relevant promotional tools namely advertising, sales promotion,
personal selling, public relations, and direct marketing to create awareness and persuade
target market to buy the product or patronize the service.

9.2 Jumpstart

Most marketers utilize promotional mix or marketing communication mix to promote


their products and services in the market. The marketing mix is composed of five basic
marketing tools which are:
1. Advertising
2. Sales Promotion
3. Public Relations
4. Personal Selling
5. Direct Selling

9.3 Advertising
Advertising is bringing a product or service to the attention of potential and current
customers. Advertising focuses on one product or service. It means that advertisements
vary depending on the type of product or service being promoted. There are several
advertising tactics that a marketer can use to promote different products. These are:

1. Print advertising – if an advertisement is printed on paper, be it newspapers,


magazines, newsletters, booklets, flyers, direct mail, or anything else that would be
considered a portable printed medium, then it comes under the banner of print
advertising.
2. Guerilla advertising – Guerilla advertising is an unconventional and usually
encourages the consumer to participate or interact with the piece in some way.
3. Broadcast advertising – A mass-market form of communication comprising of
television and radio.
4. Outdoor advertising – This is the type of advertising that gets to the consumer when
they are outside their home.
5. Public service advertising – Public service advertising are mainly designed to
enlighten and educate instead of to sell a product or service.
6. Product placement advertising – Goods or services are put in a show or movie,
instead of an explicit advertisement
7. Cellphone and mobile advertising - the latest form of advertising, but one that is
spreading fast, using online platforms through mobile communication devices.
8. Online advertising (digital) – If internet users see an advertisement via the internet
(World Wide Web), then it is classified as online advertising.

9.4 Sales Promotion

Sales promotion is the process of persuading a possible customer to purchase the product.
It is also a strategy that builds long-term customer loyalty.
1. Money off coupons – these are coupons or cut coupons out of newspapers or a
products’ packaging that enables the customers to purchase a product next time in a
reduced price.
2. Competitions – here, buying the product will let the customer take part in a chance
to win a prize.
3. Discount vouchers – Here, a voucher works like a money-off coupon.

4. Free gifts – it is a free product when customers buy another product.

5. Point of sale materials such as posters, display stands – these are ways of presenting
the product in its best way or show that the customers that the product is there.
6. Loyalty cards – this is where customers earn points for buying certain goods or
shopping at certain retailers that can later be exchanged for money, goods, or other
offers.

9.5 Personal Selling

Personal selling is a promotional strategy in which a salesperson is needed to use skills


and techniques necessary for building personal with parties that are involved in a purchase
decision to result for both parties in obtaining value. A salesperson uses a personalized
approach, tailored to meet the individual needs of the customer, and demonstrate how the
product will benefit the customers. Through personal selling, the customer will have an
opportunity to ask questions and the salesperson can address the concern of customers.
This is a general process how a salesperson addresses the needs and concerns of the
customer:
1. Ask questions – find out the needs of the customer or why the customer is
interested in the product.
2. Ask questions – find out the needs of the customer or why the customer is
interested in the product.
3. Ask for the sale – ask for the decision of the customer if they are interested to make
a purchase.
4. Follow-up – do a follow up after the presentation especially if the customer is still
doubtful of the benefits of the product or service.

9.6 Public Relations


Public relations include ongoing activities to ensure the overall company has a strong
public image. Public relations activities include helping the public to understand the
company and its products. These are conducted through the media, like newspapers,
television, magazines, etc. Public relations involve the cultivation of favorable relations for
organizations and products with its key publics using variety of communication channels
and tools. The role of public relations these days are:
1. Building awareness and favorable image of a company or client within stories and
articles found in relevant media outlets
2. Closely monitoring numerous media channels for public comment about a company
and its products
3. Managing crises that threaten company or product image
4. Building goodwill among an organization’s target market through community,
philanthropic and special programs, and events.
Like other aspects of marketing promotion, public relations is used to address several
broad objectives including:
1. Building product awareness
2. Creating interest
3. Speaking engagements
4. Sponsorships
5. Employee communications
6. Community relations and philanthropy
9.7 Direct Marketing

Direct marketing is occurring when a direct communication to the prospective and specific
customers using mail, telephone, fax, email, and other non-personal tools to gain
immediate response. In direct marketing, there is a list of contacts that can be taken from
public or commercial sources and may represent all the people in a particular
neighborhood, all the people who entered an event, all the people who opted into a
newsletter, a customer list from another business, and so on. Such list should not be used
indiscriminately. Instead, the data should be analyzed to create messages and offers that
are likely to be application to these customers prospects.

References - 4

Ac-ac, M. M. (2014). Principles of Marketing. Mandaluyong City: ANVIL PUBLISHING, INC.


Camilar-Serano , A. O. (2016). Principles of Marketing. Manila: Unlimited Books Library
Services & Publishing Inc.
Gonzales, E. D. (2016). Principles of Marketing. Pasay City: JFS PUBLISHING SERVICES.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing. Pearson Education.
Kotler, P., & Keller, K. (2012). Marketing Management. Upper Saddle River, New Jersey:
Pearson Education, Inc.

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