25102 Iii? 4 G) Quarter: 4_ Week: 4_ SSLM No.4_ MELc(s) The essence of the new product development, pricing. placing (distribution). and promoting a product or service. (ABIL Pll11-IIa-e-18; ABH_ PH11-IIa-e-19) Objectives: 1. Define and identify the different promotional tools. 2. Detemine the Importance of the four (4) main promotional tools. 3. Select and devise an effective marketing strategy to promote a product or services. Good day, future Marketers! Today's lesson deals about the Ps of Marketing Mix including its importance and how we are going to devise an effective marketing strategy in promoting our products or services. The 4Pe of Marketing Mix iv The 4 P3 of marketing are product, price, place and promotion. All four of these elements combine to make a successful marketing strategy. 3v Promotion looks to communicate the company's message across to the consumer. The four main tools of promotion are advertising, sales promotion, public relation and direct marketing. Advertising Advertising is defined as any form of paid communication or promotion for product, service and idea. Advertisement is not only used by companies but in many cases by museum, government and charitable organizations. However, the treatment meted out to advertisement defers from an organization to an organization. Sales Promotion 1 csccromsEssm, m. 93.00, EHeco'wJune 14, 2021 Promotion is an incentive tool used to drive-up short-term sales. Promotion can be launched directed at consumer or trade. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. CDnsumer incentives could be samples, coupons, free trial and demonstration. Trade incentive could be price off, tree goods and allowances. Sales force incentive could be convention, trade shows, competition among sales people. Sales promotion activity can have many objectives. for example. 1. to grab attention of new customer, 2. to reward the existing customer, 3. to increase consumption of occasich users. Sales promotion is usually targeted at the fence sitters and brand switchers. Sales promotional activity for the product is selected looking at the overall marketing objective of the company. The final selection of the consumer promotional tools needs to consider; target audience budget competitive response and each tool's purpose. PPNT' Sales promotion activity should under-go pretest before implementation. Once the activity is launched it should be controlled as to remain within the budget. Evaluation program is a must after implementation of the promotional scheme. Public Relations Companies cannot survive in isolation they need to have a constant interaction with customers. employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the prlic relation office is; 1. to handle press releases, 2. to support product publicity. 3. to create and maintain the corporate image. 25102 {til 4 G) Promotion is an incentive tool used to drive-up short-term sales. Promotion can be launched directed at consumer or trade. The focus of advertising to create reason for purchase the focus of promotion is to create an incentive to buy. CDnsumer incentives could be samples, coupons, free trial and demonstration. Trade incentive could be price off, tree goods and allowances. Sales force incentive could be convention, trade shows, competition among sales people. Sales promotion activity can have many objectives. for example. 1. to grab attention of new customer, 2. to reward the existing customer. 3. to increase consumption of occasional users. Sales promotion is usually targeted at the fence sitters and brand switchers. Sales promotional activity for the product is selected looking at the overall marketing objective of the company. The final selection of the consumer promotional tools needs to consider; target audience budget competitive response and each tool's purpose. PSJN.' Sales promotion activity should under-go pretest before implementation. Once the activity is launched it should be controlled as to remain within the budget. Evaluation program is a must after implementation of the promotional scheme. Public Relations Companies cannot survive in isolation they need to have a constant interaction with customers. employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the plblic relation office is: to handle press releases, to support product publicity. to create and maintain the corporate image. to handle matters with lawmakers, to guide management with respect to public issues. 9"?wa Direct Marketing The communication establishes through a direct channel without using any intermediaries is referred to as direct marketing. Direct marketing can be used to deliver message or service. Direct marketing has shown tremendous growth in recent years. The intemet has played major part in this growth story. Direct marketing saves time, makes an experience personal and pleasant. Direct marketing reduces cost for companies. For example; 1. Face to faceiPersonal selling. 2. direct mail, 2 GSCCiDLRMSESSLM, m. 53.05; EHeco'veJunc 14, 2021 3. catalog marketing, 4. telemarketing, 5. TV and kiosks are media for direct marketing. Direct Marketing Direct marketing enables organizations to communicate directly with the end- users. Various tools for direct marketing are; emails, text messages. catalogues, brochures. promotional letters and so on. PPS'NT' Through direct marketing, messages reach end-users directly. Personal Selling Personal selling is also one of the most effective tools for integrated marketing communication. Personal selling takes place when marketer or sales representative sells products or services to clients. Personal selling goes a long way in strengthening the relationship between the organization and the end-users. 23:02 f 0.51 KB/S 25 Let us Apply! I. Check your Understanding! 1. In your own words, why do firms need to advertise and what is the importance of advertising? 5 GSC-CID-LRMS-ESSLM, v.r. 03.00, Effective June 14, 2021 2. What do you think is the reason why so many products fail in the market? Rubrics Excellent - 50 Ideas are very relevant to the topic. They are presented in a complete and logical manner. Sentence structure is consistently correct. Handwriting is very neat and readable Very Good-40 Ideas are very relevant to the topic. They are presented in an adequate and logical manner. Sentence structure is generally correct. Handwriting is neat and readable. Good - 30 Some ideas are relevant to the topic but are not presented in a logical manner. Handwriting is neat but not really readable Needs Very little ideas are presented that is relevant to the topic. Ideas are not Improvement-20 presented in a logical manner and sentence structure erroneous. Handwriting is dirty and not readable. Additional Activities: (50pts) Instruction: Discuss among your pair one new product that comes to your mind and that you want to develop. 1. Select a brand name of product or services of your choice, and devise your own Brand promotion by composing a jingle or song or create any print ads advertising promoting your new design brand or product? References Source: https://www.managementstudyguide.com/tools-of-promotion.htm SSLM Development Team Writer: Janet C. Eliaga Content Editor: Jim Boy M. Pestano LR Evaluator: Jeane Evangelista Illustrator: Creative Arts Designer: Reggie D. Galindez Education Program Supervisor: Luzviminda R. Loreno Education Program Supervisor - Learning Resources: Sally A. Palomo Curriculum Implementation Division Chief: Juliet F. Lastimosa Asst. Schools Division Superintendent: Carlos G. Susarno, Ph. D. Schools Division Superintendent: Romelito G. Flores, CESO V 6 GSC-CID-LRMS-ESSLM, v.r. 03.00, Effective June 14, 2021 6 of 7 O