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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:

This will give you an idea of the skills or

What I Need to competencies you are expected to learn in
Know the module.
This part includes an activity that aims to
What I Know 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.
This is a brief drill or review to help you link
What’s In the current lesson with the previous one.

In this portion, the new lesson will be

What’s New introduced to you in various ways such as
a story, a song, a poem, a problem opener,
an activity or a situation.
This section provides a brief discussion of
What is It the lesson. This aims to help you discover
and understand new concepts and skills.
This comprises activities for independent
What’s More 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.
This includes questions or blank
What I Have sentence/paragraph to be filled into
Learned process what you learned from the lesson.
This section provides an activity which will
What I Can Do help you transfer your new knowledge or
skill into real life situations or concerns.
This is a task which aims to evaluate your
Assessment level of mastery in achieving the learning
competency.
In this portion, another activity will be
Additional given to you to enrich your knowledge or
Activities skill of the lesson learned. This also tends
retention of learned concepts.
This contains answers to all activities in the
Answer Key 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.

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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
goods, or services by an identified sponsor.

Major advertising decisions

● Objectives setting- communication objectives, sales objectives

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 ● 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.

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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 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.

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 A. salesperson D. event marketing
B. advertising objectives E. business promotions
C. advertising media F. trade promotions
__________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 My advertisement based on media

brand name type.

Television-

Radio-

Internet-

Magazine-

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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

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

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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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