TOPICS:

Advertising,
Sales Promotion,
Public Relations,
and
Selling

SUBMITTED BY:
Doria, Monel Ysabelle C.

SUBMITTED TO:
Gonzales, Eliezer Joshua M.
ADVERTISING

Advertising is defined as the action of calling the public attention to

something, especially by paid announcements. Note that the definition uses the term
‘action of’ and does not specify that advertising is limited to print media like
magazines and newspapers, broadcast media like radios and televisions, new media
like the internet, or any other specific medium. And finally, it only says the attention
is called to something, not specifically good attention. Anyone who has seen or read
an advertisement during election season knows that advertising can be negative as
well. Several advertisements involve promoting goods and services, but similar
methods are used to encourage people to drive safely, to not drink and drive, to
support charities, and to even vote for political candidates during election.

Any medium that can take a message from an organization or company to a

potential consumer can be used for advertising. The popular media that are used for
advertising are television, radio, the internet, newspaper, magazines, etc. different
organizations and companies often use TV advertising to promote their own products
and services. TV advertisements are generally 10 to 60 seconds long and broadcast in
between regular programming on a local, regional, or a larger scale. The upfront cost
of TV advertising is much higher than digital advertising and any other forms of
offline advertising like newspapers, magazines, flyers, etc. A 30 second advertisement
typically cost from Php 11,000 to Php 80,000. but it can still cost higher than that.
Last year, it was reported that the 30 second advertisement for the Super Bowl cost 5
million dollars or Php 269 million when converted in Peso. However, according to the
studies, TV advertising still remains the best in boasting the highest returns on
advertising spend. Some of the most popular TV advertisements in the Philippines are
Milo, McDonalds, Jollibee, Ritemed, Biogesic, etc. TV Advertisement also has its
own pros and cons. Some of the pros are being the most effective advertising
medium, it combines the power of radio and newspaper by being able to promote the
products and services with both sight and sound, and viewers are usually attentive.
Some of the cons are having the heard time targeting a specific market, it can be
costly, and people can fast forward through the channel.
 For print and radio advertising, it can be considerably cheaper compared to
TV advertisements, but the downside is it reaches much fewer people. Radio
advertisements can come in forms of catchy jingles, comedic advertisements, or a
host advertisements. For the print advertising, it can be in newspapers, magazines,
billboards, direct mail, and etc. The new media or specifically the internet, is
becoming more and more popular in terms of being an advertising medium. Not only
because the cost is more reasonable, but because it can reach a much bigger and more
specific audience or target market. Social networking sites like Facebook, Instagram,
twitter and search engines like google are able to use the data of their users to know
what types of advertisements they can place that are most likely to be the best interest
of the user. And then when the consumer clicks on the advertisement, the organization
or the company will pay Google or Facebook a certain amount of money. Another
popular networking media advertisement site is Fiverr. Fiverr is an online
marketplace for freelance services. When you open the website, you can see tons of
advertisements showing the service that you can avail. For example, you can ask
someone to make illustrations or websites for you, you can ask someone to write a
song, and sometimes you can ask people to something to entertain you. This website
has been very popular nowadays.

For an advertisement to be effective, its production and placement must be

based on a knowledge of the public and a skilled use of the media.
SALES PROMOTION

Sales promotion is any undertaking by an organization to increase sales or to

encourage the use or trial of a product or service. Sales promotion can take several
different forms, but they all focus on persuading a target audience to make a purchase
or become a client of a business or company. Sales promotion is usually used to
introduce a new product, clear out inventories, attract traffic, and to lift a product’s
sales temporarily.

There are two types of sales promotion. The first one is the consumer sales
promotions. Any sales promotion that you do keeping the end consumer in mind is
known as the consumer sales promotion. The objective of this might be various. But
at the end, the result should be an action from the consumer. Either the consumer
should purchase the product or service right away, or he should know about the
product or service so that full awareness is created for the brand. For example, a brand
selling clothes and shoes gives 10% discount on its products for the holidays, then it
wants the consumers to make the best of this deal. The second type is the trade sales
promotions. If your promotional activities are focused on the dealers, distributors, and
agents, then it is known as the trade sales promotions. For example, your company is
a dealer of cellphones. Now Apple comes and tells you that you will be given a 5%
discount if you cross a sale of 100 televisions. Of course, you will be motivated
because 5% in sales is huge. Plus selling Apple products is easy because they are
already one of the top brand in terms of gadgets. Thus, you divert all potential
customers to Apple products so that you can achieve the target.

There are different types of sales promotion activities that an organization or a

company can pursue. Unlike advertising, sales promotion does not necessarily present
upfront costs. There are several types of sales promotions. Some examples are giving
discounts, coupons or vouchers, finance deals, sampling, bundling, competitions or
prize draws, refunds and rebates, free gifts and merchandise, exchange offers, free
trials, trade shows, exhibitions, demonstrations, quantity discount, joint promotions,
buy one get one free, customer relationship management such as incentives, bonus
points or money off coupons or loyalty cards.
PUBLIC RELATIONS

Public relations or PR is a strategic communication process that builds

mutually beneficial relationships between organizations and their publics. Public
relations are all about influencing, engaging, and building a relationship with
stakeholders and consumers across a countless number of platforms in order to shape
and frame the public perception of an organization or company.

Public relations professionals help a business or an individual to cultivate and

have a positive reputation with the public through different unpaid or earned
communications. They communicate with the target audience directly or indirectly
through different types of media with an aim to create a strong relationship with the
audience. This includes traditional media, social media, or even in-person
engagements. Some examples are having press release, newsletters, public
appearances, conventions, conference, etc. These professionals also help their clients
defend their reputation or brand during a crisis that threatens their credibility.
SELLING

Selling is defined as a first and foremost a transaction between the seller and
the prospective buyer or buyers where money is exchanged for products and services.
It is the activity of trying to persuade a client to purchase that defines the selling
process. So, the best way to define selling is to focus on the sales skills that are
necessary to make that transaction happen.

Great salespersons exert all their efforts in making the customers see value in
their purchase. They don’t just present a product and hope for the best. They explain,
convince, encourage, inform, and motivate the prospective buyer or the consumer in
making the purchase. The better they are, the more the customer wants to buy the
products or services.

To improve in your sales skills, you will find that there are supposedly many
types of selling. Here are some of the most common approaches. The first one is
Aggressive Selling or also known as high-pressure sales. This type of selling is where
the salesperson stays highly focused and their only intention is to sell. The bottom line
in this type of selling is that if the prospect walks, the sale is lost. The second type of
selling is the transactional selling. This approach focuses on making quick sales.
There is no attempt to form a long-term relationship with the customer. If you look at
this approach from the customer’s point of view, sometimes a simple transaction is
what all the customer wants. The next one is the consultative selling or also known as
relationship selling. This type of selling depends on developing a long-term
relationship with the customer. The goal here is to get to know the customer’s need
and wants so the salesperson can do the best job in giving the customer what they
want. The fourth type of selling is the collaborative selling. This approach takes
relationship selling one step further. This depends on a partnership mentality between
the buyer and seller. The type of selling approach that a salesperson uses depends on
your personality and skills. That is why there are several different types of selling.
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