Advertising and Sales Promotion

(Management 3a)

Every Mondays and Fridays

12:00 – 1:30 pm

Dr. Luciano T. Bagadiong, Jr.

Midterm Exam

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 Philippines books of

advertising provide information with

graphics 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

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 pa id 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

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

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

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.

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-to-

day 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

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

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 2nd spot. PCC@100 trends. It makes me proud,

knowing that there are millions of people are inclined with Twitter whether nationwide or

worldwide.

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

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

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