1.

2. 3.

Personal Selling
Advertising Sales Promotion

4.
5.

Publicity
Public Relations

Advertising
Must perform the function of informing,

educating, and persuading prospective market or buyer.

Personal selling
A direct face-to-face contact among buyer, seller

and product, intended to convince the buyer to purchase the product offered for sale

Personal selling
Can be in-store or non-store selling. In-store selling: a selling scenario where the buyer has a defined need; it is the buyer who goes to the selling outlet to purchase whatever product he needs
Non-store selling: prospects do not have defined need, thus salesmen need to develop attention, interest, desire and action within them, in order to convince them to accept the product being offered

Publicity
A non-paid, non-personal communication of

information about products and services, also uses the mass media.

Public relations
Perform the function of creating goodwill and

building good image

Sales promotion
Includes activities that will promote increase in

sales for the product or service, by planning for freebies or samples, premiums, price-off, and contests

1.
2.

Funds available
Nature of the market
1. Geographic scope of the market 2. Type of customers 3. Concentration of the market

3.
4.

Nature of the product

Stage of the products life cycle

Advertising is never free, it is always paid.

Basis of payment are time and space.
Time is the basis of payment for broadcast

advertising Space is the basis for print advertising

Units of measurement are:

per column centimeter (per cl.cm.) unit of

measurement for advertisements in print media

Magazines, full color

per agate line unit of measurement for

advertisements in print media

Classified ads in newspapers

per thirty seconds (per 30 secs.) unit of

measurement for advertisements in broadcast media

Commercial 1

According to Source or Origin

According to Media Used

According to Objective
According to Action Desired

According to Audience Targeted

According to Source or Origin

This traces back the party who requested for the

preparation of the advertisement, or the party who wants the advertising project be done

Also known as the advertiser (in the contract) Prospective advertisers are the producers or

manufacturers; the wholesalers and retailers; service businesses; organizations or institutions; governmental units; and private individuals
These parties are the sources of advertisements who paid for using the space or time of mass media

Commercial 2

According to Media Used

Media of mass communication serve as tools to

communicate information about products or services

Print media: newspapers and magazines

Broadcast media: television and radio programs Advertisements are placed on the air to capture viewership or listenership.

Commercial 3

According to Media Used

Outdoor media: painted bulletins, posters,

streamers, tarpaulins, spectaculars, aerial signs

Placements of outdoor advertisements can be head-on, angular, or parallel

Transit media: utilize public utility vehicles on defined

routes for interior, exterior advertisements; station or shelter advertisements are placed on waiting shed of commuters, or public buses waiting terminals

Hand-outs, leaflets, catalogues, brochures, advertising a product or service.

According to Media Used

Field media: use of fleet of men and vehicle roaming

around a residential area, with their audio system, announcing the products they are marketing.
To be more effective, should be supplemented by personal selling and sales promotion Audio announcements are followed by special offers

Movie advertising: paid on the basis of time or length

of the advertisement
Bases of payment are theater category and seating capacity.

According to Media Used

Direct response media: direct mail, home

television shopping, telemarketing, electronic commerce or e-business

According to Objective
Advertisements identifying the brand of the item

for patronage is known as promotional advertising

Communicating message of public interest or

seeking to develop goodwill, also mentioning the name of the organization or business entity is known as institutional advertising

According to Action Desired

Direct or Immediate Action Advertising. These

are promotional advertisements

Indirect Action Advertising. These are

institutional advertisements.

According to Audience Targeted

Consumer advertising: targets the ultimate users of

the product convincing them to purchase the item for personal or household use convincing them to purchase the product advertising for use in their operations convincing them to buy the product advertised for resell

Industrial advertising: targets businessmen,

Trade advertising: also targets businessmen,

According to Audience Targeted

Professional advertising: targets physicians,

educators, and other groups, for them to prescribe or recommend product advertised
To be effective, advertisement should be supplemented by personal selling, presence of sales representatives, to provide more information about the offering; sales promotion with the presence of samples, complementary copies or trial sizes of the products promoted