IMC - Prof. Rajesh Satpathy
5 M’s of Advertising…Organizations/ Firms handle their advertising in different ways. Insmall companies, advertising is ha...
5 M’s of Advertising…In developing a advertising program, marketing managers mustalways start by identifying the target ma...
The 5Ms ofThe 5Ms of AdvertisingAdvertisingChecklist for planning of aChecklist for planning of a MarketingMarketing oror ...
5 M’s of Advertising…MISSIONSales goalsAdvertising objectivesMONEYStage in PLCMarket Share and Consumer BaseCompetition an...
5 M’s of Advertising…MESSAGEMessage generationMessage evaluation and selectionMessage executionMEDIAReach, Frequency and i...
5 M’s of Advertising…MEASUREMENTCommunication impactSales impact
Mission or Setting the Advertising ObjectivesAdvertising Objectives can be classified as to whether their aim is:To inform...
Mission or Setting the Advertising ObjectivesTo persuade: Most advertisements are made with the aim ofpersuasion. Such adv...
Print Ad for ?????
Print Ad for Cycle Brand Agarbatti
MONEYThis M deals with deciding on the Advertising BudgetThe advertising budget can be allocated based on:• Departments or...
MONEYThere are five specific factors to be considered when setting theAdvertising budget…Stage in PLC: New products typica...
MONEYCompetition and clutter: In a market with a large number ofcompetitors and high advertising spending, a brand mustadv...
MESSAGE GENERATIONMessage generation can be done in the following ways:Inductive: This can be done by talking to consumers...
MESSAGE GENERATIONMessage generation can be done in the following ways:Inductive: This can be done by talking to consumers...
MESSAGE GENERATIONBuyers might visualize these rewards from…1. Results-of-use Experience2. Product-in-use Experience3. Inc...
MESSAGE GENERATIONExperience/RewardsPOTENTIAL TYPE OF REWARD (Sample Messages)Rational Sensory Social Ego SatisfactionResu...
Result-of-UseExperienceSurf Excel Matic
Product-in-Use ExperienceAashirvaad MultiGrain Atta
Incidental-to-Use Experience- Dabur Real Activ
Thank You!
4 five m of advertising
4 five m of advertising
4 five m of advertising
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4 five m of advertising

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4 five m of advertising

  1. 1. IMC - Prof. Rajesh Satpathy
  2. 2. 5 M’s of Advertising…Organizations/ Firms handle their advertising in different ways. Insmall companies, advertising is handled by someone in the salesor marketing department, who works with an ad agency.A large company will often set up its own advertising departmentor else hire an ad agency to do the job of preparing advertisingprogrammes.programmes.
  3. 3. 5 M’s of Advertising…In developing a advertising program, marketing managers mustalways start by identifying the target market and the buyer’smotives. Then they can make the five major decisions indeveloping 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 isevaluated?
  4. 4. The 5Ms ofThe 5Ms of AdvertisingAdvertisingChecklist for planning of aChecklist for planning of a MarketingMarketing oror Advertising campaign…Advertising campaign…MissionWhat are the objectives?What is the key objective?MoneyHow much is it worth to reach my objectives?How much can be spent?MessageWhat message should be sent?Is the message clear and easily understood?MediaWhat media vehicles are available?What media vehicles should be used?MeasurementHow should the results be measured?How should the results be evaluated and followed up?
  5. 5. 5 M’s of Advertising…MISSIONSales goalsAdvertising objectivesMONEYStage in PLCMarket Share and Consumer BaseCompetition and Clutter or ConfusionAdvertising frequencyProduct substitutability or New to the World product
  6. 6. 5 M’s of Advertising…MESSAGEMessage generationMessage evaluation and selectionMessage executionMEDIAReach, Frequency and impactMajor media typesSpecific media vehiclesMedia timingGeographical media allocation for International campaign
  7. 7. 5 M’s of Advertising…MEASUREMENTCommunication impactSales impact
  8. 8. Mission or Setting the Advertising ObjectivesAdvertising Objectives can be classified as to whether their aim is:To inform: This aim of Advertising is true during the pioneering stage ofa 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 product2. Suggesting new uses for a product3. Informing the market of a price change4. Informing how the product works5. Describing available services6. Correcting false impressions7. Reducing buyers’ fears8. Building a company image
  9. 9. Mission or Setting the Advertising ObjectivesTo persuade: Most advertisements are made with the aim ofpersuasion. Such advertisements aim at building brand.To remind: Such advertisements are highly effective in thematurity stage of the product. The aim is to keep the consumerthinking about the product.
  10. 10. Print Ad for ?????
  11. 11. Print Ad for Cycle Brand Agarbatti
  12. 12. MONEYThis M deals with deciding on the Advertising BudgetThe advertising budget can be allocated based on:• Departments or product groups• The calendar• The calendar• Media used• Specific geographic market areas
  13. 13. MONEYThere are five specific factors to be considered when setting theAdvertising budget…Stage in PLC: New products typically receive large advertisingbudgets to build awareness and to gain consumer trial.Established brands are usually supported with lower advertisingbudgets as a ratio to sales.budgets as a ratio to sales.Market Share and Consumer base: High-market-share brandsusually require less advertising expenditure as a percentage ofsales to maintain their share. To build share by increasing marketsize requires larger advertising expenditures.
  14. 14. MONEYCompetition and clutter: In a market with a large number ofcompetitors and high advertising spending, a brand mustadvertise more heavily to be heard above the noise in the market.Advertising frequency: The number of repetitions needed to putacross the brands message to consumers has an important impacton the advertising budget.on the advertising budget.Product substitutability: Brands in the commodity class (exampleHealth Drinks, Soft Drinks and tooth paste) require heavyadvertising to establish a different image. Advertising is alsoimportant when a brand can offer unique physical benefits orfeatures.
  15. 15. MESSAGE GENERATIONMessage 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 goodideas. Their feeling about the product, its strengths, andweaknesses gives enough information that could aid the Messagegeneration process…Deductive: John C. Meloney proposed a framework for generatingAdvertising Messages. According to him, a buyer expects fourtypes of rewards from a product:1. Rational2. Sensory3. Social4. Ego Satisfaction.
  16. 16. MESSAGE GENERATIONMessage 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 goodideas. Their feeling about the product, its strengths, andweaknesses gives enough information that could aid the Messagegeneration process…Deductive: John C. Meloney proposed a framework for generatingAdvertising Messages. According to him, a buyer expects fourtypes of rewards from a product:1. Rational2. Sensory3. Social4. Ego Satisfaction.
  17. 17. MESSAGE GENERATIONBuyers might visualize these rewards from…1. Results-of-use Experience2. Product-in-use Experience3. Incidental-to-use ExperienceThe Matrix formed by the intersection of these four types ofrewards and the three types of experiences follows…
  18. 18. MESSAGE GENERATIONExperience/RewardsPOTENTIAL TYPE OF REWARD (Sample Messages)Rational Sensory Social Ego SatisfactionResult-of-UseExperience1.Gets ClothesCleanerSurf ExcelMatic2.SettlesStomach upsetcompletelyEno3. When youcare enough toserve the bestQatar Airways4. For the skinyou deserve tohaveVaselineProduct-in- 5. The flour 6. Real delight 7. A deodorant 8. The store forUseExperiencethat needs nosiftingAashirbadin a great lightRed Bullto guaranteesocialacceptanceNiviayoung executiveWLSIncidental-to-UseExperience9. The Tetrapack keepsthe Juice/ MilkfreshReal FruitJuice10. Thetelevision that’slighter inweight, easierto liftLED TV by Sony11. The furniturethat identifiesthe home ofmodern peopleGodrej Interio--
  19. 19. Result-of-UseExperienceSurf Excel Matic
  20. 20. Product-in-Use ExperienceAashirvaad MultiGrain Atta
  21. 21. Incidental-to-Use Experience- Dabur Real Activ
  22. 22. Thank You!

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