5 m's of advertising
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5 m's of advertising

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    5 m's of advertising 5 m's of advertising Presentation Transcript

    • What is Advertising?“Advertising is any paid form of nonpersonalpresentation and promotion of ideas, goods, orservices by an identified sponsor.”Philip Kotler
    • “Advertising not only plays a vital role in promotingour economic growth but it is a colorful anddiverting aspect of life.”Peter Drucker
    • Classification of AdvertisingObjectivesInformative AdvertisingPersuasive AdvertisingReminder AdvertisingReinforcement Advertising
    • MISSION MONEYMESSAGEMEDIAMEASUREMENT5 M’s of Advertising
    • MissionIncrease SalesBrand Building
    • Money Factors affecting budget decisionsStage in product life cycleMarket share and consumer baseCompetition and clutterAdvertising frequencyProduct substitutability
    • MessageMessage generationMessage evaluation and selectionMessage executionSocial-responsibility review
    • Media Reach, frequency, impactMajor media typesSpecific media vehiclesMedia timingGeographical media allocation
    • Relationship between product trial rate andAudience awareness levelTrialT*A*Awareness
    • Media Timing PatternContinuityConcentrationFlightingpulsing
    • MeasurementCommunication impactConsumer feedback methodPortfolio testLaboratory testSales impact