5 m's of advertising

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5 m's of advertising

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

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