1. Advertising and Sales Promotion
(Management 3a)
Every Mondays and Fridays
12:00 – 1:30 pm
Dr. Luciano T. Bagadiong, Jr.
Midterm Exam

2. 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
advertising
graphics
Philippines
provide
books
information
of
with
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

3. 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 paid 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

4. 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

5. 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

6. 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.

7. 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-today 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

8. 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

9. 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 2 nd spot. PCC@100 trends. It makes me proud,
knowing that there are millions of people are inclined with Twitter whether nationwide or
worldwide.

10. 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

11. 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
http://advertising.about.com/od/careersource/a/10advpr.htm
http://sbinfocanada.about.com/cs/marketing/g/promotion.htm
http://smallbiztrends.com/2011/11/5-keys-successful-sales-strategies.html
http://streetsmartbizsuccess.com/how-do-marketing-and-advertising-differ/
http://www.ask.com/question/how-does-advertising-differ-from-promotion
http://www.businessballs.com/market.htm
http://www.english-online.at/media/advertising/advertising-media.htm#.UhFCY9K1GIo
http://www.google.com.ph/#bav=on.2,or.r_qf.&fp=ede4ccabcf68bf79&q=sales+strategy
http://www.merchantcircle.com/answers/q/192513/How-does-advertising-differ-from-marketinghttp://www.powerplanpro.com/sitemap.html?id=1602&area=3

12. http://womeninpr.wordpress.com/2012/01/12/10-differences-between-advertising-and-publicrelations/