PROMOTI

ON

LAILANI A.
MATIAS
 LESSON OBJECTIVES
Understand
Marketing Explain Brand
1 Communication 2 Awareness
Model

Explain the
Appreciate
3 Advantages and
Disadvantages 4 Advertising as a
of Traditional Promotional Tool
and Alternative in Business
Media and
Techniques
Awesome
Words
Awesom
e Words
COMMUNICATI
ON
It refers to the imparting or
exchanging of information or
news.
Awesom
e Words
PROMOTI
ON
refers to any type of marketing communication used
to inform target audiences of the relative merits of a
product, service, brand or issue, most of the time
persuasive in nature.
Awesom
e Words
ADVERTISI
NG
Advertising is the practice and techniques
employed to bring attention to a product or
service.
Awesom
e Words
COMMUNICATI
ON
PROMOTION
ADVERTISING
 1

MARKETING
COMMUNICATI
ON MODEL
ADVERTISER Message CONSUMER
Encoding Decoding
signs, images, language, words, Barriers
colors, sound, personalities and
characters
Feedback
Figure 1. The Marketing Communications Model
 2
BRAND
AWARENESS
 BRAND
AWARENESS
It refers to the extent to which consumers
are familiar with the distinctive qualities or
image of a particular brand pf goods or
services.
 LEVEL OF BRAND AWARENESS

1.Brand recognition.
Recognition reflects familiarity and linking acquired
from past exposure. Remembering as such, one brand
among others is a manner of aided recall.
2.Brand recall.
Recall reflects awareness of a brand when it comes in
mind as soon as its product class is mentioned. A
manner of unaided recall.
3.Top of mind.
The highest awareness level, the brand dominates the
mind and pops up as first when ever applicable.
 PROMOTION

-using promotional techniques such as

advertising, personal selling, public
relations and publicity.
 3
TYPES OF
MEDIA AND
TECHNIQUES
USED IN
ADVERTISING
 1. ADVERTISING

Advertising is the practice

and techniques employed to
bring attention to a product
or service.
TRADITIONAL MEDIA
AND TECHNIQUES
 1. RADIO

A viable advertising vehicle in the Philippines since 1922, radio is the most
accessible media. Philippine radio stations broadcast in either the AM or FM
bands.
 RADIO

ADVANTAGES DISADVANTAGES
relatively inexpensive audio only
target marketing Frequency required for
possible effectiveness
 2. PRINT (NEWSPAPER)

ADVANTAGES DISADVANTAGES
credible spillage
pass - on obsolescence
readership
target marketing poor image
possible quality
 2. PRINT (MAGAZINE)

ADVANTAGES DISADVANTAGES
good image long lead time
quality
Pass-on difficult to time
readership advertising
target marketing
possible
 3. TELEVISION

Television networks and stations broadcast through both free and cable channels. Similar to
radio, some television stations select programming content to be exclusively public affairs,
entertainment, children’s programs, or educational TV.
3. TELEVISION
 3. TELEVISION
ADVANTAGES DISADVANTAGES
Audio, video expensive
and movement
Target Frequency
marketing necessary for
possible effectiveness
ALTERNATIVE MEDIA
TECHNIQUES
 1. CINEMA
The first motion picture in the Philippines appeared in 1904. Since then,
a large number of cinema houses and movie theaters have sprouted in
major metropolitan cities.
1. CINEMA
 1. CINEMA
ADVANTAGES DISADVANTAGES

audio, video not cost

and efficient
movement
larger than life short
attention span
captive
audience
 2. BILLBOARD
Relatively low cost but high exposure to heavy traffic.
2. BILLBOARD
ADVANTAGES DISADVANTAGES
larger than life short messages
only
exposed to reminder
many potential advertising only
customers
relatively may be
inexpensive damaged by
elements
legal restrictions
BANNED BILLBOARD
 3. WEBSITES
Almost all legitimate companies have developed websites that
customers can access for product information and services.
3. WEBSITES
ADVANTAGES DISADVANTAGES
Low cost must be
upgraded
regularly
high level of clutter
detail
customized
interactive
4. SOCIAL NETWORKING
SITES
4. SOCIAL NETWORKING
SITES
ADVANTAGES DISADVANTAGES
low cost may be ignored
high level of detail
customized
well-segmented
audience
 5. DIRECTORY
More commonlyADVERTISING
known as “YELLOW PAGES”, this medium has
been declining rapidly. This is bought about by an increasing
number of households discontinuing landline subscriptions.
 5. DIRECTORY
ADVERTISING
“Yellow Pages”
ADVANTAGES DISADVANTAGES
pinpointed accompanies
advertising declining
technology
timely
 6. PRODUCT PLACEMENT
Product placement is an advertising technique used by companies to promote
products subtly through a non-traditional advertising.
 6. PRODUCT PLACEMENT

ADVANTAGES DISADVANTAGES
unique exposure little-stand alone
value
well-segmented sometimes used
audience abusively
7. E-MAIL ADVERTISING
 7. E-MAIL ADVERTISING

ADVANTAGES DISADVANTAGES
no cost clutter
highly targeted Messages
sometimes
classified as
“spam”
8. TRANSIT ADVERTISING

An advertising
signage on the side
or back of a bus, a
jeepney, taxi can
create good brand
recall for the
market.
 8. TRANSIT ADVERTISING

ADVANTAGES DISADVANTAGES
mobile short messages only
relatively inexpensive reminder advertising
only
consistent daily may be damaged by the
audience elements
9. ONLINE ADS

Internet advertising.
This permits target
marketing through
the use of cookies
generated by a web
page server.
 9. ONLINE ADS

ADVANTAGES DISADVANTAGES
well-segmented easy to ignore
audience
low cost
 10. DIRECT
RESPONSE
ADVERTISING

Telemarketing is the
direct marketing of goods
or services to potential
customers over the
telephone or the internet.
Four common kinds of
telemarketing include
outbound calls, inbound
calls, lead generation,
 10. DIRECT RESPONSE
ADVERTISING
ADVANTAGES DISADVANTAGES
high information clutter
content
measurable poor image
11. POINT-OF-SALE, SIGNS, POSTERS
AND LEAFLETS
These are relatively inexpensive ways to advertise and
promote a product.

ADVANTAGES DISADVANTAGES
close proximity to short messages
physical product only
reminder
advertising only
 10. DIRECT RESPONSE
ADVERTISING
ADVANTAGES DISADVANTAGES
high information clutter
content
measurable poor image
Difference between
traditional and
alternative (digital)
media advertising
WRAP UP!
The marketing communications model illustrates how marketing companies communicate
product information and other advertising messages to their customers. Promotion is used to
inform target audiences of the relative merits of a product, service, brand or issue, most of the
time persuasive in nature.

Advertising is one of the types of promotional tools.

ALTERNATIVE/DIGITAL
● Cinema
TRADITIONAL ● Billboard
● Websites
● Radio
● Social Networking Sites
● Print (Newspaper and
● Directory Advertising
Magazine)
● Product Placement
● Television
● E-mail Advertising
● Transit Advertising
● Online Ads
● Direct Response Advertising
● Point-of-Purchase, Signs, Posters and
Leaflets
ASSESSME
NT
1. This refers to the imparting or
exchanging of information or news.

A. PROMOTION B. COMMUNICATION

C. DELEGATION
2. It refers to the extent to which
consumers are familiar with the
distinctive qualities or image of a
particular brand pf goods or services.
A. BRAND B. BRAND
PROMOTION COMMUNICATION

C. BRAND
AWARENESS
3. Unique exposure is an advantage
of:

A. CINEMA Ad B. Billboard

C. Product Placement
4. This permits target marketing
through the use of cookies generated
by a web page server.

A. CINEMA Ad B. Online Ad

C. Radio
5. Easy to ignore is a disadvantage
of:

A. CINEMA Ad B. Online Ad

C. Television Ad
1. This refers to the imparting or
exchanging of information or news.

A. PROMOTION B. COMMUNICATION

C. DELEGATION
2. It refers to the extent to which
consumers are familiar with the
distinctive qualities or image of a
particular brand pf goods or services.
A. BRAND B. BRAND
PROMOTION COMMUNICATION

C. BRAND
AWARENESS
3. Unique exposure is an advantage
of:

A. CINEMA Ad B. Billboard

C. Product Placement
4. This permits target marketing
through the use of cookies generated
by a web page server.

A. CINEMA Ad B. Online Ad

C. Radio
5. Easy to ignore is a disadvantage
of:

A. CINEMA Ad B. Online Ad

C. Television Ad
ASSIGNMENT
MINI CASE STUDY
Bayani ABC Telcom Sells a New Product with
Minimal Advertising
Guide Questions:
1. What is the moral lesson of the story?
2. What are the struggles that Bayani ABC Telcom faced?
3. How did they overcome these struggles?
4. What did they do to make the Bayani Wireless known to the
public?
5. If you are the marketer of the Bayani Wireless, how will you
promote the product? Why?
6. Why is it important to know how to identify the different
promotional tools that will suit to your products?