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Marketing | Practical Lesson 14 PhD. E. Khodjaniyazov

MARKETING

PRACTICAL LESSON 14

Advertising, PR & Sales Promotion

Duration: 90 min Individual & Group PhD. E. Khodjaniyazov

LEARNING OBJECTIVES

Define advertising and explain its key features and objectives using the AMA definition
Identify and evaluate the main advertising media types and select appropriate media for given

target audiences

Distinguish between consumer promotions, trade promotions, and sales force promotions
Apply the six basic elements of a sales promotion plan to a marketing scenario
Critically evaluate the advantages and limitations of advertising for society, manufacturers, and

consumers

Design an integrated advertising and sales promotion campaign for a Uzbek business

0 Lesson Timeline (90 min)

Time	Activity	Format
0 – 10 min	Warm-Up Discussion	Pair work
10 – 25 min	Task 1 — Advertising Media Selection	Individual
25 – 45 min	Task 2 — Sales Promotion Method Matching	Individual
45 – 65 min	Task 3 — Integrated Campaign Design (Group)	Groups of 3–4
65 – 80 min	Task 4 — Critical Evaluation of Advertising	Individual
80 – 90 min	Discussion, Peer Review & Wrap-Up	Full class

1 Warm-Up (10 min)

Discuss the following questions with a partner:

STARTER QUESTIONS

Think of one advertisement you saw this week that you actually remember. What made it memorable — the media, the message, or something else?
The lecture says advertising has originated from the Latin word 'adver' meaning 'to turn the mind toward.' How do modern digital ads differ from traditional ones in how they capture attention?

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Marketing | Practical Lesson 14 PhD. E. Khodjaniyazov

3. Is all advertising honest? Think of an example where advertising might mislead consumers. Where should the ethical line be drawn?

2 Practical Tasks

TASK 1 — Advertising Media Selection | Individual · 15 min

For each product and target audience below, select the BEST advertising media, justify your choice, and identify one limitation of your chosen media.

#	Product & Target Audience	Best Media	Justification	Limitation
1	A new fruit juice brand targeting young urban consumers aged 18–25 in Tashkent
2	Agricultural fertiliser targeting rural farmers in the Fergana Valley
3	A luxury apartment complex targeting high-income professionals across Uzbekistan
4	A national government campaign promoting vaccination for all age groups
5	A new children’s educational app targeting parents with children aged 5–12
6	A B2B software solution targeting HR managers at large Uzbek corporations

💡 Tip: Media options: Press (newspapers, magazines), Outdoor (billboards, posters), Radio, Television, Cinema, Window Display, Showrooms, Fairs & Exhibitions, Direct Mail, Social Media, Email, Digital platforms.

TASK 2 — Sales Promotion Method Matching & Planning | Individual · 20 min

Part A — Match each promotional activity to its category (Consumer Promotion, Trade/Dealer Promotion, or Sales Force Promotion) and explain its objective.

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Marketing | Practical Lesson 14

PhD. E. Khodjaniyazov

#	Promotional Activity	Category	Specific Objective
1	Offering retailers 15% extra margin for featuring the product on their shelf end-cap
2	Sending a free sample of shampoo to 10,000 homes in Tashkent
3	Giving the top salesperson a free trip to Dubai if they hit their quarterly target
4	Running a social media contest where consumers win prizes by sharing photos with the product
5	Providing a 20% buy-back allowance to dealers who return unsold inventory
6	Issuing coupons giving 5,000 UZS off the next purchase of baby formula
7	Hosting a regional sales conference to motivate the field team and share new product training
8	Setting up an in-store product demonstration in three Korzinka branches

Part B — Apply the Six Basic Elements of a Sales Promotion Plan:

A Uzbek dairy company wants to boost sales of its new yoghurt line during Ramadan. Design their sales promotion using all six elements.

#	Element	Your Plan for the Yoghurt Promotion
1	Identifying the audience to be reached
2	Creating the specific advertising message
3	Selecting the most effective and economical media
4	Scheduling the media for best timing and frequency

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Marketing | Practical Lesson 14

PhD. E. Khodjaniyazov

5	Determining the budget
6	Measuring the results

TASK 3 — Integrated Advertising & Promotion Campaign | Group of 3–4 students · 20 min

Design an integrated advertising and sales promotion campaign for UzNaturals — a new Uzbek brand of organic skincare products targeting women aged 22–40 in urban areas. Budget: 50,000,000 UZS.

Campaign Element	Your Group’s Decision & Rationale
Campaign objective (what should this achieve in 3 months?)
Target audience profile (demographic, geographic, psychographic)
Core advertising message (the big idea in one sentence)
Primary media channel + budget allocation (% of 50M UZS)
Secondary media channel + budget allocation
Consumer promotion activity (incentive for end consumers?)
Trade promotion activity (incentive for retailers/dealers?)
How will results be measured? (2 specific metrics)

TASK 4 — Critical Evaluation of Advertising | Individual · 15 min

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Marketing | Practical Lesson 14

PhD. E. Khodjaniyazov

For each stakeholder group below, write 2 advantages and 2 limitations of advertising from THEIR perspective. Then give your overall verdict: does advertising do more good than harm for society?

Stakeholder	2 Advantages of Advertising	2 Limitations / Criticisms
Manufacturers / Businesses
Consumers
Society as a Whole

Your overall verdict (3–4 sentences): Does advertising do more good than harm?

3 Group Discussion (10 min)

DISCUSSION QUESTIONS — Full Class

The lecture says advertising 'transforms the culture of a nation.' Do you agree? Give one positive and one negative example of how advertising has changed Uzbek consumer behaviour or cultural norms.
The rise of social media has blurred the line between advertising and personal recommendation (influencer marketing). Is influencer marketing a form of advertising? Should it be regulated the same way?
Sales promotions like discounts and coupons are effective short-term, but can they damage brand image long-term? When is a promotion 'too much'?
The lecture identifies 'media used by competitors' as a factor in media selection. Is it always right to follow competitors into the same media? When might it be smarter to go where competitors are NOT?

4 Assessment Rubric

Task	Max Points	Criteria

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Marketing | Practical Lesson 14

PhD. E. Khodjaniyazov

Task 1 — Media Selection	20 pts	3–4 pts per scenario: media choice (2), justification (1), limitation (1)
Task 2 — Promotions	25 pts	Part A category + objective (12: 1.5 each), Part B six- element plan (13)
Task 3 — Campaign Design	30 pts	Objective & audience (6), message & media (8), promotions (8), measurement (8)
Task 4 — Critical Evaluation	25 pts	3 stakeholder analyses (18: 6 each), overall verdict quality (7)
TOTAL	100 pts	90–100: Excellent · 75–89: Good · 60–74: Satisfactory · Below 60: Needs revision

5 Homework / Independent Study

ASSIGNMENTS FOR NEXT SESSION
1. Collect 5 real advertisements from Uzbekistan (from any media). For each, identify: the advertising objective, target audience, media used and why, and evaluate its effectiveness.
2. Design a full sales promotion calendar for any Uzbek business for one calendar year. Include at least 4 promotions, aligned with Uzbek holidays and seasonal events. Specify type, audience, duration, and method for each.
3. Research the concept of 'subliminal advertising.' Is it real? Is it legal? Write a half-page critical analysis using examples.
4. Watch 5 YouTube advertisements targeted at Uzbek viewers. Classify each using the AMA definition of advertising and evaluate whether they meet the six objectives of advertising listed in the lecture.