POM

1. Product Promotion
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Principles of Marketing
Accountancy, Business, and Management

2. Suppose a company had a
groundbreaking product
concept that would
transform the world.
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3. However, a few months after
product launch, it did not make
sufficient sales. Where do you
think things went wrong?
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4. The value of the products
created for consumers or
businesses needs to be
communicated to the target
market.
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5. Different platforms such as TV
advertisements, newspaper
columns, and even social
media posts to are used to by
businesses to communicate.
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6. 6
This process corresponds to the concept of marketing,
which is about delivering and communicating the value
effectively to consumers.

7. combines different
promotional tools to engage,
communicate, and build
customer relationships
Promotional Mix
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8. 8
Company
values
Target
audience
Company
resources
Objectives of
the promotion
Factors in
Promotional Mix
Promotional Mix
Marketing mix

9. Promotional Mix
Objectives
to inform, remind, or
persuade the target
customer
Target audience
should be appropriate to the
characteristics of the market
segment (e.g., the age range,
access to technologies, etc.)
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10. Promotional Mix
Company values
should agree with the
organization's core values
Company resources
should maximize the current
resources
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11. Promotional Mix
Marketing mix
should enhance and support
the product, pricing, and
distribution decisions
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12. The entire marketing mix—the product features and
packaging, price and price structure, and the places and stores
where products are offered—should communicate the
product's value persuasively and profitably to the customers.
Promotional Mix
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13. Quick Look
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A startup coffee shop prioritizes using local coffee beans to support local
farmers and attract a specific market segment. You are tasked to market
the products of the coffee shop.
You learned that the target customers are students and young
professionals aged 16 to 30. Since you are part of the demographic, you
are thinking about effective ways to communicate the shop's unique selling
proposition.
Looking for an Effective Promotion

14. Quick Look
Social Media
Flyers
Newspaper Advertisements
TV advertisements
Salespeople
You identified several ways to communicate the value. These are:
Looking for an Effective Promotion
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15. Quick Look
1. Based on the given choices, what do you think is the most effective way
to communicate the coffee shop's unique selling proposition?
2. In relation to the first question, which of the following do you think is
the least effective and why?
3. Why do you think it is essential for businesses to communicate the
value of the product or services offered?
ACTIVITY
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16. Learning Competencies
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 (ABM_PM11-IIa-e-19 ).
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17. Learning Objectives
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In this lesson, you should be able to do the following:
● Identify the different promotional tools.
● Analyze promotion as a communication strategy.
● Explain the importance of the promotional mix.

18. 18
Why is promotion a form of
communication?

19. Product Promotion
Promotion is a
communication process by
transferring a message from
a sender to a receiver.
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20. Promotion as a Communication Strategy
Promotion transfers a message from a sender to a receiver.
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21. Promotion as a Communication Strategy
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the group
that sends
the message
the receiver
of the
message

22. Promotion as a Communication Strategy
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putting the
message in
symbolic
form
giving
meaning to
the symbols
sent
symbols, pictures
transmitted through a
medium

23. Promotion as a Communication Strategy
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the receiver is
communicating
back to the
sender
the receiver’s
reaction after
receiving the
message

24. Closer Look
For example, you are a big tech company introducing a new
smartphone. In this case, you are the sender of the message for
your chosen target market (the receiver). The marketing
department will create illustrations and advertisements during
the encoding process to convey the message.
Using the Communication Process
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25. Closer Look
Choosing the most appropriate media is necessary; noise is also
considered. After the media shares the message, the target
market (receiver) will decode the message. Customers will
respond and give feedback in terms of a sale or product inquiry.
Using the Communication Process
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26. Check Your Progress
Why is it important for marketers to understand promotion
as a communication process?
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1
Answer area

27. Types of Promotional Tools
used to engage customers,
communicate customer
value, and build customer
relationships
Promotional Tools
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28. 28
Public Promotions
Personal Selling Sales Promotions
Advertisements
Types of Promotional
Tools
Types of Promotional Tools

29. ● viewed as one of the most popular forms of promotion
● utilizes mass media to deliver the company's marketing
message to its target market
Advertisements
Types of Promotional Tools
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30. Radio and television
● Called the "broadcast
media" and vary based on
geographic location
● Advertisements are called
“commercials.”
Types of Promotional Tools (Advertisements)
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31. Print advertisements
usually printed in magazines or
newspapers
Types of Promotional Tools (Advertisements)
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32. Direct mail advertising
● emails sent to possible
consumers of the product
● effective in delivering the
target messages
Types of Promotional Tools (Advertisements)
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33. Outdoor advertising
● seen outside the buildings
● billboards, public
transportation, building
facade
Types of Promotional Tools (Advertisements)
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34. Internet marketing
● fastest-growing forms of
advertisement
● e.g., social media, website,
SEO marketing
Types of Promotional Tools (Advertisements)
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35. ● aims to build a positive relationship between the company
and the public
● building a good corporate image
● handling negative rumors, stories, and events is necessary
Public Relations
Types of Promotional Tools
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36. ● Press releases
● Product publicity
● Corporate communication
● Lobbying and counseling
Types of Promotional Tools (Public Relations)
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37. Types of Promotional Tools
Sales Promotion
● an activity that provides
customers with a direct
motivation to buy a product
or service
● usually short-term and used
to generate loyal customers
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38. Types of Promotional Tools
Personal Selling
a form of promotion wherein
companies utilize face-to-face
communication between their
salespeople and the possible
target consumer
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39. Personal Selling
● involves huge amounts of
money, business
presentations, and staff
training
● usually for expensive,
technical products (cars,
houses, equipment, etc.)
Types of Promotional Tools
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40. Check Your Progress
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Why is it important for marketers to choose the most
appropriate type of promotion?
2
Answer area

41. Check Your Progress
Answer area
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What is the benefit of having a promotional mix for the
product or service offered by the business?
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42. Case Study
In 2020, a famous soft drink brand released a bizarre commercial
focusing on social media as the primary media. The commercial
revolves around a teenager comforted by his mother for being an
adopted child and the mother pouring the cola to his son's neck.
Unusual as it is, the brand stated that the objective of the
commercial was to capture the interest of the Gen Z audience.
The Bizarre Cola Commercial
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“The Strategy behind RC Cola’s Surreal ‘Basta’ ads in the Philippines, Contagious (July 20, 2021),
https://www.contagious.com/news-and-views/insight-and-strategy-behind-rc-cola-Filipino-advertising-campaign

43. Case Study
The commercial yielded successful results and increased sales by
67%. It was also able to penetrate a massive market in social media
due to the format of the commercial, without having a concrete
story behind it. This promotional strategy is one of the viral
advertisements on social media.
The Bizarre Cola Commercial
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“The Strategy behind RC Cola’s Surreal ‘Basta’ ads in the Philippines, Contagious (July 20, 2021),
https://www.contagious.com/news-and-views/insight-and-strategy-behind-rc-cola-Filipino-advertising-campaign

44. Keep in Mind
● Marketing entails developing, communicating, and delivering value
effectively and profitably. Communicating the value of the market
offering is done through promotion.
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45. Keep in Mind
● Promotion is a communication process that transfers the company’s
message to the target market. The process comprises various
elements such as the sender, the encoded message, the media, the
decoded message, and the receiver. Promotions also aim to generate
responses and feedback from consumers.
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46. Keep in Mind
● There are four types of promotional tools: advertisement, public
relations, sales promotions, and personal selling. Each one uses a
particular set of media; companies should ensure that their choice of
promotional tools is appropriate to their target audience.
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47. Keep in Mind
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48. Keep in Mind
● Businesses typically use a mix of promotional tools to capture a target
market with different characteristics. In designing a promotional mix,
they must consider the objective, target audience, company values,
and marketing mix.
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49. Try this
Choose the correct word from the box
1. TV Commercial
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Advertisement
Personal Selling
Public Relations
Sales Promotions

50. Try this
Choose the correct word from the box
2. Buy 1, Take 1 Promo
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Advertisement
Personal Selling
Public Relations
Sales Promotions

51. Try this
Choose the correct word from the box
3. Press Release
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Advertisement
Personal Selling
Public Relations
Sales Promotions

52. Try this
Choose the correct word from the box
4. Newspaper column
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Advertisement
Personal Selling
Public Relations
Sales Promotions

53. Try this
Choose the correct word from the box
5. Insurance Package Orientation
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Advertisement
Personal Selling
Public Relations
Sales Promotions

54. Practice Your Skills
Answer the following questions.
1. Look around for promotional campaigns of Philippine
companies. Take a photo or screenshot of the material and
place it in the box below.
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Answer area

55. Practice Your Skills
Answer the following questions.
2. What is the type of promotion used in the picture or
screenshot? If you are given the chance to combine that
type of promotion with other types, what will you use and
why?
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Answer area

56. Challenge Yourself
Perform the following task.
Analyze the elements of the promotional message. Illustrate
the communication process flow.
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Answer area

57. Challenge Yourself
Answer the following question.
Why do you think many companies are shifting from mass
marketing towards digital and social media marketing and
promotions?
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Answer area

58. Challenge Yourself
Answer the following questions. Write your answers in the space provided.
Explain the importance of promotional mix to create a good
promotional strategy.
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Answer area

59. Photo Credit
Slide 1: Market Advertising by Megan_Rexazin is free to use under the Pixabay License via Pixabay.
Slide 4: Crash Statistics Diagram Graphic Bar Symbol Arrow, by geralt is free to use under the Pixabay License via
Pixabay.
Slide 5: Social Media Marketing by jmexclusives is free to use under the Pixabay License via Pixabay.
Slide 6: Social Media Keyboard by geralt is free to use under the Pixabay License via Pixabay.
Slide 14: Megaphone Speaker Speak by cheskapoondesignstudio is free to use under the Pixabay License via
Pixabay.
Slide 25: Tv television by Clker-Free-Vector-Images is free to use under the Pixabay License via Pixabay.
Slide 26: Magazines reading free by stevedimatteo is free to use under the Pixabay License via Pixabay.
Slide 27: Email Newsletter Marketing by ribkhan is free to use under the Pixabay License via Pixabay.
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60. Photo Credit
Slide 28: Shibuya Crossing Tokyo by Stocksnap is free to use under the Pixabay License via Pixabay.
Slide 29: Search Engine Optimization by DiggityMarketing is free to use under the Pixabay License via Pixabay.
Slide 32: Sale Deal Advertisement by qimono is free to use under the Pixabay License via Pixabay.
Slide 33: Market Stall Seller by bogitw is free to use under the Pixabay License via Pixabay.
Slide 34: Salesperson + customer - Camera Action Digital, by Alpha is licensed under CC BY-SA via Flickr.
Slide 36: Peer Review Icon Peer Review Review Feedback, by mcmurryjulie is free to use under the Pixabay License
via Pixabay.
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61. Bibliography
Baker, Michael J. Macmillan Dictionary of Marketing and Advertising. Basingstoke, Hampshire: Macmillan, 1998.
Burrow, James L. Marketing. 5th ed. Chicago, IL: Cengage Learning, 2020.
Kotler, Philip. Principles of Marketing. Harlow: Financial Times Prentice Hall, 2005.
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