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5 m's of advertising

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  • 1. What is Advertising?“Advertising is any paid form of nonpersonalpresentation and promotion of ideas, goods, orservices by an identified sponsor.”Philip Kotler
  • 2. “Advertising not only plays a vital role in promotingour economic growth but it is a colorful anddiverting aspect of life.”Peter Drucker
  • 3. Classification of AdvertisingObjectivesInformative AdvertisingPersuasive AdvertisingReminder AdvertisingReinforcement Advertising
  • 4. MISSION MONEYMESSAGEMEDIAMEASUREMENT5 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 andAudience awareness levelTrialT*A*Awareness
  • 10. Media Timing PatternContinuityConcentrationFlightingpulsing
  • 11. MeasurementCommunication impactConsumer feedback methodPortfolio testLaboratory testSales impact

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