1. ADVERTISING EXECUTION
1. SLICE OF LIFE = this shows one or more persons
using the product in a normal setting.
2. SCIENTIFIC EVIDENCE = using scientific and laboratory
evidences in promoting their product’s relative
superior performance against competition.
3. TESTIMONIAL EVIDENCE = using credible individual or
a group to endorse the company’s product.
4. TECHNICAL EXPERTISE = this shows the company’s
expertise and experience in making the product.
5. LIFESTYLE = emphasizing on how a product fits in with
a lifestyle.
INTEGRATED MARKETING COMMUNICATIONS
- ADVERTISING

2. 6. FANTASY = it is created around the product or its use.
7. IMAGE = showing the stature of a brand or company.
8. MUSICAL = using background music or the ad talent
would be shown singing a song involving the product.
9. PERSONALITY SYMBOL = this associates a personality
to a product.
INTEGRATED MARKETING COMMUNICATIONS
- ADVERTISING

3. SALES PROMOTION
– is a marketing device used to stimulate demand and facilitate
personal selling.
- To convince customers to buy immediately.
CHARACTERISTICS OF SALES PROMOTION
1. TEMPORARY = sales promotions are conducted for short
durations. The time limit creates a sense of urgency for the
customers to buy immediately.
2. BETTER VALUE = as similar products are looked at in a similar
way, sales promotions are used to create short-term
differentiation by offering a better product value.
3. BENEFICIAL = sales promotions promote growth, sometimes
even at an artificial level. This growth benefit is pursued for
different objectives such as generate or increase product trial, or
increase purchase quantity.
INTEGRATED MARKETING COMMUNICATIONS
– SALES PROMOTION

4. TRADE PROMOTIONS
Cooperative Advertising and
Promotions
Trade Shows
Trade Contest
Display Equipment and
Point-of-Purchase materials
Allowances
Discounts and Terms
Free Products
Rebates/Rewards
Push Pin Money
Personality
CONSUMER PROMOTIONS
Product Sampling
Coupons
Rebates
Contests and Sweepstakes
Premiums
Multiple-Purchase Offers
Point-of-Purchase materials
Product Placements
Sales Promotions tie-ins
Price-Off
Bonus Packs
Sample Packs
INTEGRATED MARKETING COMMUNICATIONS
– SALES PROMOTION

5. TRADE PROMOTIONS
Exhibits and Related Events
Conferences/Training
CONSUMER PROMOTIONS
Special Packs
Self-liquidating Promotions
Free Trial
Warranty
Prizes
Patronage Reward
Personality
INTEGRATED MARKETING COMMUNICATIONS
– SALES PROMOTION

6. Cooperative Advertising and Promotion = suppliers and his trade
customers share in paying for an advertising campaign. It usually
features the product of the supplier exclusively or among other
products.
Trade Shows = features booths where producers, suppliers, and
other marketers display and provide information about their
products.
Trade Contests = competition, stimulated by the chance to win
bonuses or prizes, helps increase the sale level.
Display Equipment and Point-of-Purchase materials = display
equipment such as dispensers and other point-of-purchase
materials are provided to retailers and wholesalers so that they
can conveniently display or highlight the product to be sold.
Allowances = are a reduction in price, a rebate, merchandise or
any token given a retailer or wholesaler in consideration for a
large orders.
TRADE PROMOTIONS

7. Discounts and Terms = Discounts are straight deductions from
the list price while term is the period when payments are to be
made.
Free Products = involve the giving of additional quantities of
products on top of regular purchase volume. Giving free products
such as one bag for every ten bags purchased to a retailer is
better than giving cash or its equivalent such as a 10% discount.
Rebates/Rewards = marketers may offer year-end rebates as a
token of appreciation for the loyalty of their dealers.
Push Pin Money = money given to the salesclerks of the dealers
(and frequently including the dealers themselves) to push the
firm’s products. At times, the pin money is given to the promo
girls hired by the company.
Personality = mystery buyer is an example of personality
promotions.
TRADE PROMOTIONS

8. Exhibits and Related Events = joining exhibits and trade shows is
a cost-effective way to create awareness, and generate sales
leads, most especially for business-to-business products and high
priced consumer durables.
Conferences/ Training = conferences and training are promotions
that advance goodwill with the trade.
TRADE PROMOTIONS

9. Product Sampling = new customers are given a sample of the
product for trial use
Coupons = are certificates entitling the bearer to a published
saving on the purchase of a specific product. They are found as
portions of print advertisements, inserts in newspapers, or
printed on packages or placed inside packages.
Rebates = consumer gets money back from the manufacturer. It is
a price reduction designed to induce immediate purchase.
Contests and Sweepstakes = given to consumers to have a
chance of winning something of value.
Premiums = a product offered free or at a reduced price when
another product, the key brand, is bought. Premiums can be
“with pack” which accompanies a product either inside the
product package (called “in-pack”) or outside the product
package (called “on-pack”).
CONSUMER PROMOTIONS

10. Multiple-Purchase offers = such as offering three products for
the price of two, encourages bigger than normal purchase and
helps maintain customer loyalty.
Point-of-Purchase materials = banners, pamphlets, coasters and
other similar products may be used to provide information at the
point of purchase.
Product Placements = when a certain product brand is worn or
used by a celebrity in a movie or television show.
Sales Promotion Tie-Ins = involves a collaborative effort between
two or more companies that work as partners in a promotional
undertaking.
Price-Off = offers immediate savings upon purchase
Rebates = are like coupons except that the price reduction is
usually larger and that they are given after the purchase rather
than at the point of sale.
CONSUMER PROMOTIONS

11. Bonus Packs = involve giving extra quantity of the same product
without increasing price.
Sample Packs = involve a trial size of a product at a price usually
lower than market standard.
Special Packs = products combined as single packs can bring
savings for consumers. Special packs can also have the same
products sold at a lower price.
Self-liquidating promotions = enable marketers to recover all
their expenses for the promotions and sometimes even
experience a little profit.
Free Trial = invites prospective customers to try the product
without cost in the hope that they will buy the product.
Warranty = reduces the risk factor in a purchase, most specially
for high involvement or high-priced products and services.
Prizes = consumers may be offered an opportunity to win a prize
after purchasing a product.
CONSUMER PROMOTIONS

12. Patronage Reward = consumers may be given an incentive in
proportion to the volume of product regularly purchased.
Personality = “mystery visitor”. It entails the consumer to show
the product of the company to a mystery visitor to win a prize.
CONSUMER PROMOTIONS

13. PERSONAL SELLING
- Is a person-to-person dialogue between buyer and seller.
- It takes place face-to-face, over the phone, or by means of an
internet chat and may be directed to an intermediary or a final
consumer.
KINDS OF PERSONAL SELLING
1. INSIDE SELLING = involves retail-store selling. It also includes
employees who take orders over the telephone.
2. OUTSIDE SELLING = involves sales people going to the
customers. They make contact with customers by mail,
telephone, e-mail, or field selling where the sales person sells at
a customer’s place of business or home.
INTEGRATED MARKETING COMMUNICATIONS
- PERSONAL SELLING

14. CLASSIFICATION OF SALES PERSONS
1. ORDER TAKERS
a. Delivery sales person = primarily delivers the product like soft
drinks or fuel. Usually, they take and fill orders.
b. Inside order taker = takes orders at the seller’s place of
business like a saleslady at a counter.
c. Outside order taker = salesperson goes to the customer in
the field and accepts an order.
d. Missionary sales person = this sales person is not expected
to take an order. His job is to build goodwill, perform
promotional activities, and provide information and other
services for the customers.
e. Sales engineer = this salesperson sells complex or technically
sophisticated products. The salesperson has the ability to clearly
explain the product to a prospective customer and adapt the
product to the customer’s needs.
INTEGRATED MARKETING COMMUNICATIONS
- PERSONAL SELLING

15. 2. ORDER GETTERS
a. Creative salesperson = involved in the creative selling of goods,
both tangibles and intangibles. It involves designing a system to
fit the needs of a particular customer.
b. Professional business development = the responsibility of the
salesperson is to bring in new business.
STEPS IN CREATIVE SELLING PROCESS
1. Locating qualified prospects = locating prospects is called
“prospecting”. It consists of identifying prospective customers
and qualifying them, that is, determining whether they have the
necessary purchasing power, authority to buy, and the
willingness to buy.
2. Pre-approach planning = involves gathering and evaluating
information about the prospect’s situation.
INTEGRATED MARKETING COMMUNICATIONS
-PERSONAL SELLING

16. 3. The Approach = involves making an initial contact and
establishing rapport with the prospect.
4. The sales presentation = this is the salesperson’s attempt to
persuasively communicate the product’s benefits and explain
appropriate courses of action to the potential buyer.
A – ttract ATTENTION = attract the prospect’s attention and to
generate curiosity
I – Arouse INTEREST = holds the prospect’s attention and
stimulates an interest in the product. The salesperson needs to
show how the product will benefit the prospect.
D – Create a DESIRE = interest and desire for the product are
established in nearly simultaneous steps.
A – Call for ACTION = after creating a desire, the sales
representative now moves into action by urging the prospect to
place an order.
INTEGRATED MARKETING COMMUNICATIONS
-PERSONAL SELLING

17. 5. Handling Objections = a salesperson who encounters an
objection can provide additional persuasive information, clarify
the sales presentation, or offer the basic argument for the
product in a different manner.
6. Closing the Sale = in selling, the term closing indicates that the
sale is being brought to a finish. The main advantage of personal
selling over other forms of promotion is that the salesperson is
in a position to conclude negotiations by actually asking for an
order.
7. The Follow Up = the salesperson makes sure that everything has
been handled as promised and that the order was shipped
promptly and received on schedule in good condition.
INTEGRATED MARKETING COMMUNICATIONS
-PERSONAL SELLING

18. AIDA and the Hierarchy of Communication Effects
Attention Interest Desire Action
Awareness
Knowledge
Liking
Preference
Conviction
Purchase