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1. ADVERTISING AND PROMOTION
Korbel Foundation College, Inc.
Purok Spring, Brgy. Morales, City of Koronadal
Tel Number 877-2051/0228-1996
Descriptive Title: Advertising and Promotion
Prepared by:
Instructor
KFCI-Module 1

2. Learning Objectives
After studying this chapter, you should be
able to:
01. Identify the dynamic Integrated Marketing Communications
Processes
02. Understand why IMC is important.
03. Explain the marketing communications mix.
04. Explain the communication process.
05. Get an overview on how to develop an effective communication.

3. Content
KFCI-Module 1
ADVERTISING AND PROMOTION Introduction
Advertising
Building Good Relations with Various Publics
by Obtaining Favorable Unpaid Publicity.
Any Paid Form of Nonpersonal
Presentation by an Identified Sponsor.
Personal Presentations by a Firm’s
Sales Force
Short-term Incentives to Encourage
Sales.
Sales Promotion
Public Relations
Personal Selling
Direct Communications With Individuals
to Obtain an Immediate Response.
Direct Marketing
The Marketing Communications Mix

4. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Sender
Encoding
Decoding
Response
Receiver
Feedback
Message
-------------------
Media
The Communication Process

5. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Steps in Developing Effective Communication
Step 1. Identifying the Target Audience
Step 2. Determining the Communication Objectives Buyer Readiness Stages
Awareness
Purchase
Conviction
Liking
Knowledge
Preference

6. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Steps in Developing Effective Communication
Step 3. Designing a Message
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Attention
Message Structure
Draw Conclusions
Argument Type
Argument Order Message Format
Headline, Copy, Color,
Words, & Sounds,
Body Language
Interest Action
Desire

7. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Steps in Developing Effective Communication
Step 4. Choosing Media
Personal Communication
Channels
Nonpersonal
Communication
Channels
Step 5. Selecting the Message Source
Step 6. Collecting Feedback

8. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Communications Objectives
Brand Awareness
Brand Attitude
Purchase Intention

9. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Advertising Sales Promotion
• Print and broadcast ads • Contests, games, sweepstakes
• Packaging inserts • Premiums
• Motion Pictures • Sampling
• Brochures and Booklets • Trade shows, exhibits
• Posters • Coupons
• Billboards • Rebates
• POP displays • Entertainment
• Logos • Continuity programs
• Videotapes
Communication Platforms

10. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Events/ Experiences Public Relations
• Sports • Press kits
• Entertainment • Speeches
• Festivals • Seminars
• Arts • Annual reports
• Causes • Charitable donations
• Factory tours • Publications
• Company museums • Community relations
• Streets activities • Lobbying
Communication Platforms

11. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Personal Selling Direct Marketing
• Sales presentations • Catalogs
• Sales meetings • Mailings
• Incentive programs • Telemarketing
• Samples • Electronic shopping
• Fairs and trade shows • TV shopping
• Fax mail
• E-mail
• Voice mail
Communication Platforms

12. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
• Advertising: Reaches Many Buyers, Expressive Impersonal
• Personal Selling: Personal Interaction, Builds Relationships Costly
• Sales Promotion: Provides Strong Incentives to Buy Short-Lived
• Public Relations: Believable, Effective, Economical Underused by
Many Companies
• Direct Marketing: Nonpublic, Immediate, Customized, Interactive

13. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Factors in Developing Promotion Mix Strategies
• Push Strategy – “Pushing” the Product Through Distribution Channels to Final
Consumers.
• Pull Strategy – Producer Directs It’s Marketing Activities Toward Final Consumers to
Induce Them to Buy the Product.
Type of
Product/
Market
Product Life-
Cycle Stage
Buyer/
Readiness
Stage

14. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Push Strategy
Pull Strategy
Manufacturer
Resellers
(Wholesalers and
Retailers)
Consumers
Consumers
Resellers
(Wholesalers and
Retailers)
Manufacturer

15. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Changing Face of Marketing Communications
New Marketing Communications
Realities
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting

16. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Integrated Marketing Communications
Message
Advertising
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Event
Marketing
Packaging
Company Carefully Integrates and
Coordinates Its Many
Communication Channels to
Deliver a Clear, Consistent,
Compelling Message.

17. Content
KFCI-Module 1
Content
ADVERTISING AND PROMOTION
Advertising
Sales
promotion
Events &
experiences
Public
relations &
policy
Personal
selling
Direct
marketing
Brand
relationships
Brand
responses
Brand
image
Brand
awareness
Marketing
Communications
Program
Brand Equity
IMC Builds Brands

18. Content
KFCI-Module 1
Content
INTERNATIONAL MARKETING
Thank You!!!!