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IMC - Prof. Rajesh Satpathy
5 M’s of Advertising…
Organizations/ Firms handle their advertising in different ways. In
small companies, advertising is handled by someone in the sales
or marketing department, who works with an ad agency.
A large company will often set up its own advertising department
or else hire an ad agency to do the job of preparing advertising
programmes.programmes.
5 M’s of Advertising…
In developing a advertising program, marketing managers must
always start by identifying the target market and the buyer’s
motives. Then they can make the five major decisions in
developing an advertising program, known as the Five M’s…
>> Mission: what are the advertising objectives?
>> Money: how much can be spent?
>> Message: what message can be sent?
>> Media: what media should be used?
>> Measurement: how should the results/ effectiveness is
evaluated?
The 5Ms ofThe 5Ms of AdvertisingAdvertising
Checklist for planning of aChecklist for planning of a MarketingMarketing oror Advertising campaign…Advertising campaign…
Mission
What are the objectives?
What is the key objective?
Money
How much is it worth to reach my objectives?
How much can be spent?
Message
What message should be sent?
Is the message clear and easily understood?
Media
What media vehicles are available?
What media vehicles should be used?
Measurement
How should the results be measured?
How should the results be evaluated and followed up?
5 M’s of Advertising…
MISSION
Sales goals
Advertising objectives
MONEY
Stage in PLC
Market Share and Consumer Base
Competition and Clutter or Confusion
Advertising frequency
Product substitutability or New to the World product
5 M’s of Advertising…
MESSAGE
Message generation
Message evaluation and selection
Message execution
MEDIA
Reach, Frequency and impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation for International campaign
5 M’s of Advertising…
MEASUREMENT
Communication impact
Sales impact
Mission or Setting the Advertising Objectives
Advertising Objectives can be classified as to whether their aim is:
To inform: This aim of Advertising is true during the pioneering stage of
a product category, where the objective is building a primary demand.
These may include…
1. Telling the market about a new product1. Telling the market about a new product
2. Suggesting new uses for a product
3. Informing the market of a price change
4. Informing how the product works
5. Describing available services
6. Correcting false impressions
7. Reducing buyers’ fears
8. Building a company image
Mission or Setting the Advertising Objectives
To persuade: Most advertisements are made with the aim of
persuasion. Such advertisements aim at building brand.
To remind: Such advertisements are highly effective in the
maturity stage of the product. The aim is to keep the consumer
thinking about the product.
Print Ad for ?????
Print Ad for Cycle Brand Agarbatti
MONEY
This M deals with deciding on the Advertising Budget
The advertising budget can be allocated based on:
• Departments or product groups
• The calendar• The calendar
• Media used
• Specific geographic market areas
MONEY
There are five specific factors to be considered when setting the
Advertising budget…
Stage in PLC: New products typically receive large advertising
budgets to build awareness and to gain consumer trial.
Established brands are usually supported with lower advertising
budgets as a ratio to sales.budgets as a ratio to sales.
Market Share and Consumer base: High-market-share brands
usually require less advertising expenditure as a percentage of
sales to maintain their share. To build share by increasing market
size requires larger advertising expenditures.
MONEY
Competition and clutter: In a market with a large number of
competitors and high advertising spending, a brand must
advertise more heavily to be heard above the noise in the market.
Advertising frequency: The number of repetitions needed to put
across the brands message to consumers has an important impact
on the advertising budget.on the advertising budget.
Product substitutability: Brands in the commodity class (example
Health Drinks, Soft Drinks and tooth paste) require heavy
advertising to establish a different image. Advertising is also
important when a brand can offer unique physical benefits or
features.
MESSAGE GENERATION
Message generation can be done in the following ways:
Inductive: This can be done by talking to consumers, dealers,
experts and competitors. Consumers are the major source of good
ideas. Their feeling about the product, its strengths, and
weaknesses gives enough information that could aid the Message
generation process…
Deductive: John C. Meloney proposed a framework for generating
Advertising Messages. According to him, a buyer expects four
types of rewards from a product:
1. Rational
2. Sensory
3. Social
4. Ego Satisfaction.
MESSAGE GENERATION
Message generation can be done in the following ways:
Inductive: This can be done by talking to consumers, dealers,
experts and competitors. Consumers are the major source of good
ideas. Their feeling about the product, its strengths, and
weaknesses gives enough information that could aid the Message
generation process…
Deductive: John C. Meloney proposed a framework for generating
Advertising Messages. According to him, a buyer expects four
types of rewards from a product:
1. Rational
2. Sensory
3. Social
4. Ego Satisfaction.
MESSAGE GENERATION
Buyers might visualize these rewards from…
1. Results-of-use Experience
2. Product-in-use Experience
3. Incidental-to-use Experience
The Matrix formed by the intersection of these four types of
rewards and the three types of experiences follows…
MESSAGE GENERATION
Experience/
Rewards
POTENTIAL TYPE OF REWARD (Sample Messages)
Rational Sensory Social Ego Satisfaction
Result-of-
Use
Experience
1.Gets Clothes
Cleaner
Surf Excel
Matic
2.Settles
Stomach upset
completely
Eno
3. When you
care enough to
serve the best
Qatar Airways
4. For the skin
you deserve to
have
Vaseline
Product-in- 5. The flour 6. Real delight 7. A deodorant 8. The store for
Use
Experience
that needs no
sifting
Aashirbad
in a great light
Red Bull
to guarantee
social
acceptance
Nivia
young executive
WLS
Incidental-
to-Use
Experience
9. The Tetra
pack keeps
the Juice/ Milk
fresh
Real Fruit
Juice
10. The
television that’s
lighter in
weight, easier
to lift
LED TV by Sony
11. The furniture
that identifies
the home of
modern people
Godrej Interio
--
Result-of-Use
Experience
Surf Excel Matic
Product-in-Use Experience
Aashirvaad MultiGrain Atta
Incidental-to-Use Experience- Dabur Real Activ
Thank You!

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4 five m of advertising

  • 1. IMC - Prof. Rajesh Satpathy
  • 2. 5 M’s of Advertising… Organizations/ Firms handle their advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who works with an ad agency. A large company will often set up its own advertising department or else hire an ad agency to do the job of preparing advertising programmes.programmes.
  • 3. 5 M’s of Advertising… In developing a advertising program, marketing managers must always start by identifying the target market and the buyer’s motives. Then they can make the five major decisions in developing an advertising program, known as the Five M’s… >> Mission: what are the advertising objectives? >> Money: how much can be spent? >> Message: what message can be sent? >> Media: what media should be used? >> Measurement: how should the results/ effectiveness is evaluated?
  • 4. The 5Ms ofThe 5Ms of AdvertisingAdvertising Checklist for planning of aChecklist for planning of a MarketingMarketing oror Advertising campaign…Advertising campaign… Mission What are the objectives? What is the key objective? Money How much is it worth to reach my objectives? How much can be spent? Message What message should be sent? Is the message clear and easily understood? Media What media vehicles are available? What media vehicles should be used? Measurement How should the results be measured? How should the results be evaluated and followed up?
  • 5. 5 M’s of Advertising… MISSION Sales goals Advertising objectives MONEY Stage in PLC Market Share and Consumer Base Competition and Clutter or Confusion Advertising frequency Product substitutability or New to the World product
  • 6. 5 M’s of Advertising… MESSAGE Message generation Message evaluation and selection Message execution MEDIA Reach, Frequency and impact Major media types Specific media vehicles Media timing Geographical media allocation for International campaign
  • 7. 5 M’s of Advertising… MEASUREMENT Communication impact Sales impact
  • 8. Mission or Setting the Advertising Objectives Advertising Objectives can be classified as to whether their aim is: To inform: This aim of Advertising is true during the pioneering stage of a product category, where the objective is building a primary demand. These may include… 1. Telling the market about a new product1. Telling the market about a new product 2. Suggesting new uses for a product 3. Informing the market of a price change 4. Informing how the product works 5. Describing available services 6. Correcting false impressions 7. Reducing buyers’ fears 8. Building a company image
  • 9.
  • 10. Mission or Setting the Advertising Objectives To persuade: Most advertisements are made with the aim of persuasion. Such advertisements aim at building brand. To remind: Such advertisements are highly effective in the maturity stage of the product. The aim is to keep the consumer thinking about the product.
  • 11.
  • 12. Print Ad for ?????
  • 13. Print Ad for Cycle Brand Agarbatti
  • 14. MONEY This M deals with deciding on the Advertising Budget The advertising budget can be allocated based on: • Departments or product groups • The calendar• The calendar • Media used • Specific geographic market areas
  • 15. MONEY There are five specific factors to be considered when setting the Advertising budget… Stage in PLC: New products typically receive large advertising budgets to build awareness and to gain consumer trial. Established brands are usually supported with lower advertising budgets as a ratio to sales.budgets as a ratio to sales. Market Share and Consumer base: High-market-share brands usually require less advertising expenditure as a percentage of sales to maintain their share. To build share by increasing market size requires larger advertising expenditures.
  • 16. MONEY Competition and clutter: In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily to be heard above the noise in the market. Advertising frequency: The number of repetitions needed to put across the brands message to consumers has an important impact on the advertising budget.on the advertising budget. Product substitutability: Brands in the commodity class (example Health Drinks, Soft Drinks and tooth paste) require heavy advertising to establish a different image. Advertising is also important when a brand can offer unique physical benefits or features.
  • 17.
  • 18. MESSAGE GENERATION Message generation can be done in the following ways: Inductive: This can be done by talking to consumers, dealers, experts and competitors. Consumers are the major source of good ideas. Their feeling about the product, its strengths, and weaknesses gives enough information that could aid the Message generation process… Deductive: John C. Meloney proposed a framework for generating Advertising Messages. According to him, a buyer expects four types of rewards from a product: 1. Rational 2. Sensory 3. Social 4. Ego Satisfaction.
  • 19. MESSAGE GENERATION Message generation can be done in the following ways: Inductive: This can be done by talking to consumers, dealers, experts and competitors. Consumers are the major source of good ideas. Their feeling about the product, its strengths, and weaknesses gives enough information that could aid the Message generation process… Deductive: John C. Meloney proposed a framework for generating Advertising Messages. According to him, a buyer expects four types of rewards from a product: 1. Rational 2. Sensory 3. Social 4. Ego Satisfaction.
  • 20. MESSAGE GENERATION Buyers might visualize these rewards from… 1. Results-of-use Experience 2. Product-in-use Experience 3. Incidental-to-use Experience The Matrix formed by the intersection of these four types of rewards and the three types of experiences follows…
  • 21. MESSAGE GENERATION Experience/ Rewards POTENTIAL TYPE OF REWARD (Sample Messages) Rational Sensory Social Ego Satisfaction Result-of- Use Experience 1.Gets Clothes Cleaner Surf Excel Matic 2.Settles Stomach upset completely Eno 3. When you care enough to serve the best Qatar Airways 4. For the skin you deserve to have Vaseline Product-in- 5. The flour 6. Real delight 7. A deodorant 8. The store for Use Experience that needs no sifting Aashirbad in a great light Red Bull to guarantee social acceptance Nivia young executive WLS Incidental- to-Use Experience 9. The Tetra pack keeps the Juice/ Milk fresh Real Fruit Juice 10. The television that’s lighter in weight, easier to lift LED TV by Sony 11. The furniture that identifies the home of modern people Godrej Interio --