5 m's of advertising

1. What is Advertising? “Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.” Philip Kotler

2. “Advertising not only plays a vital role in promoting our economic growth but it is a colorful and diverting aspect of life.” Peter Drucker

3. Classification of Advertising Objectives Informative Advertising Persuasive Advertising Reminder Advertising Reinforcement Advertising

4. MISSION MONEY MESSAGE MEDIA MEASUREMENT 5 M’s of Advertising

5. Mission Increase Sales Brand Building

6. Money Factors affecting budget decisions Stage in product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability

7. Message Message generation Message evaluation and selection Message execution Social-responsibility review

8. Media Reach, frequency, impact Major media types Specific media vehicles Media timing Geographical media allocation

9. Relationship between product trial rate and Audience awareness level Trial T* A* Awareness

10. Media Timing Pattern Continuity Concentration Flighting pulsing

11. Measurement Communication impact Consumer feedback method Portfolio test Laboratory test Sales impact