5 m's of advertising
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What is Advertising?
“Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.”
Philip Kotler
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“Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.”
Peter Drucker
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Classification of Advertising ObjectivesInformative Advertising
Persuasive Advertising
Reminder Advertising
Reinforcement Advertising
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MISSION
MONEY
MESSAGE
MEDIA
MEASUREMENT
5 M’s of Advertising
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Mission
Increase Sales
Brand Building
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Money Factors affecting budget decisions
Stage in product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
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Message
Message generation
Message evaluation and selection
Message execution
Social-responsibility review
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Media Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation
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Relationship between product trial rate and Audience awareness level
Trial
T*
A* Awareness
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Media Timing PatternContinuity
Concentration
Flighting
pulsing
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MeasurementCommunication impact Consumer feedback method Portfolio test Laboratory test
Sales impact
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