Republic of the Philippines

Polytechnic University of the Philippines

Quezon City

THE PROMOTIONAL STRATEGY

A module presented to the Bachelor in Business Teacher Education of

Polytechnic University of the Philippines,
Quezon City

In partial fulfillment of the requirements for the

Methods of Teaching

BTED 3043

Submitted to:
Professor Sheryl Morales
Instructor

Submitted by:
Ronald G. Cabaňero

BBTE 3-1
2010
 MODULE 1

THE PROMOTIONAL STRATEGY

What this module is all about

Nice meeting you, my dear students! How’s your day? I hope you’ll find this
module very interesting. From this module you will come upon the different promotional
strategies in developing marketing objectives in satisfying the needs and wants of the
customers. This will be another experience to you and I hope you’ll discover new
information and ideas from this module.

What you are expected to learn

This module is designed for you. At the end of the module, you are expected to
have achieved the following:

• Define the word “Promotional Strategy”

• Identify the market variable in the business enterprise
• Familiarize the product variable of the business enterprise
• Enumerate the six (6) steps in personal selling

How to learn from this module

You start exploring the new world – the business enterprise. Nobody knows that
someday in your future career, you may become successful entrepreneurs of our country.
On the other hand, you have to:

• Study the lesson very well

• Perform the activities given in the lesson
• Work on the self – check exercises
• Answer the pretest and post-test in this module

Okay, are you ready now? Before we proceed to the lesson, we are going to take
the pre-test first. This test will particularly prepared to determine your previous
understanding of the lesson you are about to study.
 PRETEST
Directions: Read carefully the questions and choose the best answer.

1. It is the statement that defines the direction of a company that will use to meet its
marketing objectives.
a. Advertising
b. Promotional Strategy
c. Marketing

2. Refers to the person who communicates to the potential buyers or the prospective
buyers.
a. Advertising
b. Personal Selling
c. Marketing

3. Step in personal selling from which you find your customers who are willing to listen
about your product.
a. Approaching the prospects
b. Making the presentations
c. Prospecting

4. It is a communication other than personal sales contacts designed to affect a

measurable response in the form of an order or requests.
a. Personal Selling
b. Direct Method
c. Advertising

5. It is a non – sales communication that business has with their various audiences.
a. Direct Method
b. Advertising
c. Public Relation

6. A non – personal communication to a target market from an identified sponsor using

communication channels.
a. Advertising
b. Public Relation
c. Direct Method

7. Step in personal selling from which you accept their comments, suggestions or
reactions to your product. Also known as “Customers are the heart of the business”.
a. Handling Objections
b. Approaching the prospects
c. Prospecting
8. Step in personal selling in which you approach the customers that the product you sell
is safe and convenient at the same time
a. Approaching the prospects
b. Prospecting
c. Handling Objections

9. Step in personal selling in which you arrange and fix all the materials needed in
promoting your product to the potential buyers.
a. Preparing
b. Handling Objections
c. Prospecting

10. It dwells on the product variable which is very important in promotional strategy of
the business.
a. Product Life Cycle Stage
b. Promotional Strategy
c. Marketing Objectives
 Lesson 1
The Promotional Strategy

Definition of the terms:

• Promotional Strategy – is the statement that defines the direction of a company
that will use to meet its marketing objectives.
• Advertising – non-personal communication to a target market from an identified
sponsor using communication channels.
• Public Relation – is a non-sales communication that business has with their
various audiences.
• Personal Selling – a person who communicates to the potential buyers or the
prospective buyers.
• Direct Method – is communication other than personal sales contacts designed to
affect a measurable response in the form of an order or requests.

Market Variable in the Business Enterprise

Activity 1

Do you know that promotional strategies composed of personal selling,

advertising and public relation? The illustration below has something to do in promoting
the goods and services to the potential buyers.

Write something about the pictures and logos below and used a separate sheet of
paper for further explanations.

Do not proceed to the next page until you have finished this activity.
I. Self – check:

Identification: Complete each word by writing the missing word/words to come up for
your answer. Use a sheet of paper for your answers.

_______________1. It is communication other than personal sales contacts designed to

affect a measurable response in the form of an order or requests.
_______________2. It refers to the person who communicates to the potential buyers or
the prospective buyers.
_______________3. They are non-personal communication to a target market from an
identified sponsor using communication channels.
_______________4. It is the statement that defines the direction of a company that will
use to meet its marketing objectives.
_______________5. It is a non-sales communication that business has with their various
audiences.

The Product Variable in the Business Enterprise

It dwells on the product variable which is very important in promotional strategy

of the business. The illustrations above tell about the “Product Life Cycle Stage” in the
business enterprise. Most of new products are only product makeovers. Only five percent
of new products are true innovations.
 Can you identify now the product variable in the business? Try doing the
following activities to find out the extent of your learning about promotional strategy.

Activity 2

“Pick – A – Thing”

1. From the class, you will get your respective bags.

2. You will open it and pick a thing or anything you want to pick.
3. Inside the class, you will be having a one representative.
4. The representative will promote the thing inside the class.
5. You will imagine that we are the potential buyers and you are the promoter
of the product or goods that you will be selling to us.
6. After you promote your respective products to us, we will discuss and
analyze the presentation.
7. The presentation will connect to the lesson, so that you will understand it
and apply it to your future career in life.

II. Self – check:

Instructions: Identify whether it is an introduction, growth, maturity or a decline from

the statements. Use a sheet of paper for your answers.

A. It occur causing changes in demographics.

B. Longest stage in Life Cycle
C. Pressure to introduce new features
D. Rapid jump in sales
E. The product launched
 The Six (6) Steps in Personal Selling

This lesson will help you to find out the steps in personal selling. The personal
selling plays a major role in promotional strategy of the business.

The greater the number of promoters, the higher the chance to make the
business successful in the race. To help you find out the steps in personal selling. Read
the comic strips and enjoy reading at the same time.

Hi, I’m Ronald, owner of the Cab

Nero’s Furniture in Quezon City. Do you
know the steps in personal selling? We have
prospecting, from which you find your
customers who are willing to listen about
your product. Next is preparing, you arrange
and fix all the materials needed in promoting
your product to the potential buyers. The
third one is approaching, in which you
approach the customers that the product you
sell is safe and convenient at the same time.

I’m Jenny, I know that too. After approaching the prospects you may
now proceed to making the presentations, in which you present your product to the
potential buyers such as trying them your product. Next is handling objections, from
which you accept their comments, suggestions or reactions to your product. Also
known as “Customers are the heart of the business”. And the last step is closing the
deal, a legal agreement between the seller and the customers. Thank you for giving
your ideas maybe next time let’s meet again. Thank you and goodbye!

In promoting your product, you

should be presentable and be creative on
your own way. So that the potential buyers
will encourage buying your product that
you sell. I believe that in the business, it's
not in the product itself. It is in you who
promote it and how confident are you while
promoting your product to everyone. Being
an entrepreneur is just a way to make your
personality built and make your life easy.
You are the start!
Activity 3

This time you are going to make an interview of the different business enterprise
in your community. It has four (4) divisions in making an interview. Try to look at the
format below:

Name: ____________________________ Date: _____________________________

Course/Year Level: _________________________

A.
Name of the business: __________________________________________
Contact number: ______________________________________________
Address: ____________________________________________________
Number of years established (present): _____________________________

B.
Promotional Strategies used: _____________________________________
Feedback or the comments of the customers: ________________________

C.
Findings and Recommendations: __________________________________

D.
Conclusion: ___________________________________________________

Submitted to:

____________________
(Instructor’s Name)

III. Self – check:

Matching type: Match the column A with B. Write the letter of the correct answer on a
sheet of paper.
A B
1. A legal agreement between the seller and the customers. a. Preparing
2. Presenting your product to the potential buyers. b. Presentation
3. Arranging all the materials needed in promoting the product. c. Closing the deal
4. Finding the customers who are willing to your product d. Prospecting
5. Approaching to the customers that your product is safe. e. Approaching
 POST – TEST
Directions: Read carefully the questions and choose the best answer.

1. It is the statement that defines the direction of a company that will use to meet its
marketing objectives.
a. Advertising
b. Promotional Strategy
c. Marketing

2. Refers to the person who communicates to the potential buyers or the prospective
buyers.
a. Advertising
b. Personal Selling
c. Marketing

3. Step in personal selling from which you find your customers who are willing to listen
about your product.
a. Approaching the prospects
b. Making the presentations
c. Prospecting

4. It is a communication other than personal sales contacts designed to affect a

measurable response in the form of an order or requests.
a. Personal Selling
b. Direct Method
c. Advertising

5. It is a non – sales communication that business has with their various audiences.
a. Direct Method
b. Advertising
c. Public Relation

6. A non – personal communication to a target market from an identified sponsor using

communication channels.
a. Advertising
b. Public Relation
c. Direct Method

7. Step in personal selling from which you accept their comments, suggestions or
reactions to your product. Also known as “Customers are the heart of the business”.
a. Handling Objections
b. Approaching the prospects
c. Prospecting
8. Step in personal selling in which you approach the customers that the product you sell
is safe and convenient at the same time
a. Approaching the prospects
b. Prospecting
c. Handling Objections

9. Step in personal selling in which you arrange and fix all the materials needed in
promoting your product to the potential buyers.
a. Preparing
b. Handling Objections
c. Prospecting

10. It dwells on the product variable which is very important in promotional strategy of
the business.
a. Product Life Cycle Stage
b. Promotional Strategy
c. Marketing Objectives
 SELF – CHECK

PRE – TEST

1. B 6. A
2. B 7. A
3. A 8. A
4. B 9. A
5. C 10. A

I. SELF – CHECK
1. Direct Method 4. Public Relation
2. Personal Selling 5. Promotional Strategy
3. Advertising

II. SELF – CHECK

A. Decline D. Growth
B. Maturity E. Introduction/Introductory
C. Growth

III. SELF – CHECK

1. C 4. D
2. B 5. E
3. A

POST – TEST

1. B 6. A
2. B 7. A
3. A 8. A
4. B 9. A
5. C 10. A