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Promotional Tools

The document discusses various promotional tools used in marketing. It defines promotion as comprising activities to increase customer knowledge of a product. Five main promotional tools are identified: advertising, personal selling, sales promotion, public relations, and direct marketing. Advertising is described as a non-personal communication method using visuals and words to bring products to potential customers. Personal selling involves persuasive face-to-face conversations. Sales promotions provide incentives to increase sales, while public relations establishes positive public opinion. Direct marketing directly communicates with customers without intermediaries.

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Zybel Rosales
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154 views23 pages

Promotional Tools

The document discusses various promotional tools used in marketing. It defines promotion as comprising activities to increase customer knowledge of a product. Five main promotional tools are identified: advertising, personal selling, sales promotion, public relations, and direct marketing. Advertising is described as a non-personal communication method using visuals and words to bring products to potential customers. Personal selling involves persuasive face-to-face conversations. Sales promotions provide incentives to increase sales, while public relations establishes positive public opinion. Direct marketing directly communicates with customers without intermediaries.

Uploaded by

Zybel Rosales
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 PPTX, PDF, TXT or read online on Scribd
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Week 9 Date: March 30, 2021

Subject Principles of Marketing


Type of Activity Concept Notes
Activity Title Promotional Tools
Learning Target Discuss relevant promotional tools
Reference Title Principles of Marketing
Author/s Jonalyn C. Baquillas
PROMOTION

The last P in the marketing mix is promotion, which is


also called marketing communication.

This comprises activities done to increase the target


customers’ knowledge of the product.
PROMOTIONAL TOOLS

The following are some examples of promotional activities/tools


used by the business:
1. Advertising
2. Personal Selling
3. Sales Promotion
4. Public Relations
5. Direct Marketing
PROMOTIONAL
TOOLS
ADVERTISING
Advertising is a nonpersonal form of communication,
meant to bring a product or service to the attention of
potential or current customers.
It is the most expressive among the promotion types since it
relies heavily on visuals, color, words and sound.
ADVERTISING: OBJECTIVES
The objectives of advertising are the following:
 To inform. Advertising is a tool for informing target customers
about a new product, a new feature, or an added benefit of a
product.
 To persuade. The ultimate goal of advertising is to persuade
customers to buy a product.
 To compare. One of the best ways of comparing one brand to
another is through the use of advertisements.
 To remind. Advertising helps in brand recall and reminds
customers about the product from time to time
ADVERTISING: EXECUTION STYLES
Advertising messages can be expressed through the following
execution styles:
1. Lifestyle
2. Slice of Life
3. Fantasy
4. Mood
5. Musical
6. Technical/Scientific evidence
7. Testimonial
ADVERTISING: EXECUTION STYLES
Example:

LIFESTYLE – This shows how a


product fits a certain lifestyle.
ADVERTISING: EXECUTION STYLES
Example:

SLICE OF LIFE – This depicts


scenarios in which the product is used
in normal, day-to-day settings.
ADVERTISING: EXECUTION STYLES
Example:

FANTASY – This style typically depicts


idealized or even exaggerated effects of the
product/service in question, allowing the
customer to fantasize about such a scenario.
ADVERTISING: EXECUTION STYLES
Example:

MOOD – This style attempts to build a


mood or thematic atmosphere (such as love,
beauty, extravagance, etc.) around a product
or service.
ADVERTISING: EXECUTION STYLES
Example:

MUSICAL – This style expresses the


message of the ad through music, which
may be an existing song which is adapted
and licensed for use with the ad, or a jingle
composed specifically for the ad.
ADVERTISING: EXECUTION STYLES
Example:

TECHNICAL/SCIENTIFIC EVIDENCE
– This style uses technical knowledge or
scientific evidence to assert a product’s
superiority over its competitors.
ADVERTISING: EXECUTION STYLES
Example:

TESTIMONIAL – This style features an


individual or group of people giving positive
feedback on the product, attesting to the
product’s high quality.
PERSONAL SELLING

Personal selling is a face-to-face technique wherein


the salesperson uses his or her persuasive skills to
convince a customer to buy a particular good or
service.
PERSONAL SELLING
Examples:
SALES PROMOTION

Sales promotions consist of sales activities which help


increase sales for a product or service.

There are two types of sales promotion: customers and


trade.
SALES PROMOTION: Customer Promotions

Sales promotions intended for customers are called consumer


schemes. These include discount coupons, cash coupons, rebates,
and freebies given to the customers.

Example:
SALES PROMOTION: Trade Promotions

Trade promotions include freebies, incentives, and discounts


given to wholesales, retailers, and distributors.

Example:
PUBLIC RELATIONS

Public relations is the practice of communicating with


the media and the general public in order to establish a
strong relationship between a target audience and an
organization, company, or individual, and create and
maintain a positive image of that organization,
company, or individual.
PUBLIC RELATIONS vs.
ADVERTISING
Advertising Public Relations
Its primary goal is to increase the Its primary goal is to ensure that
sales of the business. public opinion of the organization,
company, or individual in question
remains positive.
Advertisements are usually paid Public relations activities generally
for. are not paid. Practitioners engage in
public relations through a number of
varied tools and techniques,
including press releases, newsletters,
social media, attendance at public
events, and participating in or even
hosting charitable events.
DIRECT MARKETING

Direct marketing is a form of marketing and advertising


in which a company communicates and interacts with its
target audience directly, without “middlemen” or
intermediary entities. It is often characterized by a call to
action, giving marketers an immediate way to measure its
effectiveness.
DIRECT MARKETING

Example: Infomercials

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