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Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
Advertising and sales promotion
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Advertising and sales promotion

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  1. Advertising and Sales Promotion (Management 3a) Every Mondays and Fridays 12:00 – 1:30 pm Dr. Luciano T. Bagadiong, Jr. Midterm Exam
  2. 1. How does advertising in the Philippine compare with the standards definition of advertising? The definition of advertising in the Philippines is not that different from the international meaning of advertising. The Philippines’ meanings of advertising just make it in simple terms as compared to the standard definition enable for the Filipinos to understand it accordingly. The basis of these translations per country may refer to the customs of each one, and how advertising may be applied in their designated countries. Based on my observations, Filipino mostly defines advertising with concrete examples and situations which is currently happening in the country or according to seasons. Some advertising graphics Philippines provide books information of with of such local company that advertised whether in commercials or through print outs. Such examples create more value or understanding in the real meaning of advertising. Advertising is salesmanship in print, and persuasion through sight, sound, and motion. It is generally described as the purchase of space in print or time on the air to promote the sale of products, the acceptance of ideas, or to build institutional goodwill and prestige. Advertising is sometimes described as publicity. To the businessman, advertising is simply one of the many tools he might employ to gain and hold
  3. customers. Every business aims to make more business, which means more income, therefore, more profits and continuous growth. That’s why they use advertising as one of the considerations in the business proper. The American Marketing Association defines advertising as “any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor” thus, advertising consists of activities by which visual or oral messages are addressed to selected publics for the purpose of influencing them to buy products or services, or to act or to be inclined favorably toward ideas, persons, trademarks or institutions. "Advertising is simply the communication of a sales or persuasive message designed to affect attitudes or behaviors toward the advertised product." says Don E. Schultz in his book Essentials of Advertising Strategy. "We know the primary goal of advertising is to get the right message to the right audience at the right time," Mr. Schultz says. "Persuasive" stands to reason as part of the definition of advertising. The basic purpose of advertising is to identify and differentiate one product from another in order to persuade the consumer to buy that product in preference to another. In Philippines setting the more advertising or the more you provide people such information in many forms, the more possible clients will be. People vary their buying decisions based on the techniques or how it convinces them to purchase any goods or services. We all need goods and services to function. And advertising is the primary way we hear about new things and reinforce our knowledge about what we already know. It could be on the internet, television or
  4. your favorite magazine. Or in person by word-of-mouth. Most likely, recipients see multiple messages across multiple mediums. 2. How does adverting differ from: a. Public Relations Public relations includes ongoing activities to ensure the overall company has a strong public image. These are activities which include in helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. Advertising is very different from public relations. One key difference is that you always pay for the space and time of an advertisement like commercial, which is an insert appearing on radio, television, or the Internet. By contrast, editorial coverage generated through public relations is not paid for by the organization issuing the news release. The media will pick up and publish the story because they consider it newsworthy, not as a paid advertisement. Another crucial difference is that, in advertising, you have virtually full control over the message. Because you are paying for advertising, the ad or commercial runs your exact text, provided the copy complies with generally acceptable standards for advertising. In the case of public relations, the media outlet you are targeting is under no obligation to run the story in any form. If a media outlet does decide to run the story, an editor will generally rewrite the
  5. news release, or use pertinent information from the news release to create the news. For instance, your news release might be used as part of a larger story on players in your industry or profession. In addition, you have no control over when the release or news will run. All decisions are made by the editor. A public relations function consisting of an organization’s planned, active and continuing participation with and within a community to maintain and enhance its environment to the benefit of both the organization and the community. This can involve partnerships, volunteer activities, philanthropic contributions and public participation. b. Promotions Advertising is different from a promotion because when you are advertising you are just showing your viewers what you have to offer, it is the delivery of the message to the consumers making them aware that a promotion even exists. Advertising is just one specific action you could take to promote your product or service. While in promotion, it usually offers an incentive for using a business' services and made to encourage the sales process in the store or place of purchase. Promotion, as a general term, includes all the ways available to make a product and service known to and purchased by customers and clients. It is communicating with the public in an attempt to influence them toward buying your products or services. The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion. Promotion is one of the major tools used in Marketing. Marketers usually use
  6. promotion to communicate and inform the public of their product. Promotion is also however used to influence the marketers target market usually via means of interpellation, promoting their product as better than any other similar products, or by changing the views, awareness, beliefs and feelings of perspective customers. Sales promotions also include event sponsorship, demos, contests, samples, in store displays, discounts and coupons. These all try to give the public a small "taste" of the product, hopefully making them want more and buy the product, which will increase the sales.
  7. c. Sales In today's economy, big and small businesses are seeking every opportunity to win sales through competitive advantages. Smart owners of small business know a sales strategy can create a competitive advantage. Sales strategy is the planning of sales activities: methods of reaching clients, competitive differences and resources available. Tactics involves the day-today selling: prospecting, sales process, and follow-up. Sales involves most or many of the following activities, including cultivating prospective buyers in a market segment; conveying the features, advantages and benefits of a product or service to the lead and closing the sale or coming to agreement on pricing and services. A sales plan for one product might be very different than that for another product. d. Marketing A good modern definition of marketing must acknowledge that we buy things in far more complex ways than we did fifty years ago, even ten years ago. The internet and social media are major factors in this. Above all, marketing is a reflection of 'the market', and how the market buys and behaves, which especially entails people and society - much broader considerations than purely product and price. As the market evolves in sophistication, so does the way in which we understand what marketing actually is and what it means to conduct marketing well. Marketing is an extremely broad area that includes advertising, not vice-versa. Marketing also includes online presence/activities, customer service, selling/sales admin, branding, exhibitions, sponsorship, new product development, merchandising, surveys and market research, political lobbying, and even extends to ethos, culture, training, and
  8. organizational constitutional issues, since all this affects the image and trading style of an organization or product/service provider. Advertising is far more specific than marketing; advertising is a function of marketing, and basically encompasses methods of communication with audience designed to produce sales enquiries, and/or improve awareness/perceptions of product/brand/organization. Advertising refers to printed and electronic media that is presented one way or another to market or audience, including packaging, point of sale, brochures and sales literature. Advertising increasingly extends to 'advertorial' in traditional and online media, which combines provision of objective helpful information and more subjective advertising/endorsement. Advertising is the statistically driven and measurable implementation of marketing strategy, via carefully selected communications methods, targeted at predetermined audiences. Advertising is one of several instruments/means by which marketing operates. 3. What specific form of advertising would a school like Pasig Catholic College be likely to employ. Be able to read comprehensibly, identify the form, explain and discuss accurately. Pasig Catholic College is not a just a mere school , but it is an institution that aims to provide a quality catholic education and produce students with “character and competence” and such idea is enough to have the reasons to broaden the school’s number
  9. of enrollees. The goals and objective of the school are very beneficial to those people who will be related to it. Educational institutions such as schools need aggressive proportional strategies to attract students and build its reputation. Though there are several ideas to advertise your school are many, implementing them is the real challenge. Hi-tech advertising techniques can make your task of attracting students easy. With the advancement of the Internet and increase in the number of its users, schools can make use of it to increase their student intake. Schools can have a well prepared and maintained website of their own where it can give all the details regarding admission criteria, amenities for students, fees etc. Internet advertising will help PCC become to become popular in possible means. Last February 2013, during the Centennial celebration of the Pasig Catholic College they organize a live show of the ground demonstration that enables its alumni or people related to school to watch the said events even if they are here or outside the country. Through this, its creates conversations in different networking sites like Twitter, from the lowest spot up to the 2 nd spot. PCC@100 trends. It makes me proud, knowing that there are millions of people are inclined with Twitter whether nationwide or worldwide.
  10. Direct advertising is also applicable. It consists of dissemination of sales messages such as tokens, leaflets, booklets, by mail or personally to customers or prospects. It renews acquaintance with customer who are inactive and with those who have apparently ceased to enroll. It educates possible clients on the value of education, and creates a continuous long term campaign. The school should continue on making souvenirs like calendar, mugs, pens, t-shirts etc. because the more the people see things, the more they are getting interested. PCC should also collaborate with other schools in terms of activities or events. Sponsoring or hosting events is like investment, wherein you build trust when the events become successful. The success of a advertising program depends on delivering the right offer at the right time to the right person in the right way. It involves identifying the target market correctly and selecting the appropriate media or lists to reach it. The offer must be presented in the
  11. best way, and the school must use the most effective creative execution to successfully motivate customers and prospects. At Its most effective, it is an ongoing process of communication to maintain relationships with existing customers and build relationships with new one. Bibliography: Armstrong, Kotler., Principles of Marketing International Edition 10th Edition Champan, Cahterine Callahan, Business Marketing. Chicago: Crain Communications, Inc., 1988 Go, Josiah., Marketing Mix Strategy in The Philippine Setting. May 1994 Miranda, Gragorio S., Advertising Revised Edition. National Bookstore 1991 Walker, Hepner, Harry, Effective Advertising, New York: McGraw-Hill Company, 1986 http://advertising.about.com/od/careersource/a/10advpr.htm http://sbinfocanada.about.com/cs/marketing/g/promotion.htm http://smallbiztrends.com/2011/11/5-keys-successful-sales-strategies.html http://streetsmartbizsuccess.com/how-do-marketing-and-advertising-differ/ http://www.ask.com/question/how-does-advertising-differ-from-promotion http://www.businessballs.com/market.htm http://www.english-online.at/media/advertising/advertising-media.htm#.UhFCY9K1GIo http://www.google.com.ph/#bav=on.2,or.r_qf.&fp=ede4ccabcf68bf79&q=sales+strategy http://www.merchantcircle.com/answers/q/192513/How-does-advertising-differ-from-marketinghttp://www.powerplanpro.com/sitemap.html?id=1602&area=3
  12. http://womeninpr.wordpress.com/2012/01/12/10-differences-between-advertising-and-publicrelations/

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