The document presents information on advertising from Arsalan Ahmed. It discusses the 5 Ms of advertising: mission, money, message, media, and measurement. It defines advertising and explains the major advertising decisions, including setting objectives, budget, strategy, and evaluating campaigns. Objectives can be informative, persuasive, comparative, or reminder. Budget factors include product lifecycle, market share, competition, and differentiation. Developing strategy involves creating messages and selecting media based on reach, frequency, and impact. Media types include newspapers, television, radio, magazines, internet, and mobile. Campaigns are evaluated on message communication and market coverage.

1. PRESENTATION
ON
ADVERDISMENT

2. PRESENTED BY
•ARSALAN AHMED

3. WHAT IS ADVERTISING
•Any paid form of non-personal
presentation and promotion of
ideas, goods, or services by an
identified sponsor is termed as
advertising .

4. 5 M,S OF ADVERTISING

5. Mission Money Message
Media Measurement

6. MISSION
•What are the objectives of
Advertising?
•Objective Setting, Communication
Objectives, Sales object.

7. MONEY
•Budget Decisions,
Affordable, Meet objects, %
of sales.

8. MESSAGE
•Message Decision, Message
Generation, Evaluation and
Selection, Message execution.

9. MEDIA
•Media Decision, Reach,
Frequesncy, Impact, Media
Types.

10. MEASUREMENT
•Advertise evaluation,
Communication Impact, Sales
Impact.

11. MAJOR ADVERTISING
DECISION:
• Setting advertising objectives
• Setting advertising budget
• Developing advertising strategy
• Evaluating advertising campaign

12. •a. Setting Advertising Objectives

13. 1). INFORMATIVE
ADVERTISING
•which is used to inform consumers
about a new product or feature or
to build primary demand.

14. 2). PERSUASIVE
ADVERTISING
•which is used to build selective demand
for a brand by persuading consumers
that it offers the best quality for their
money.

15. 3). COMPARISON
ADVERTISING
•which is advertising that compares
one brand directly or indirectly to
one or more other brands.

16. 4). REMINDER
ADVERTISING
• which is used to keep consumers
thinking about a product. This form of
advertising is more important for mature
products.

17. •b. Setting the Advertising Budget

18. SOME SPECIFIC FACTORS THAT SHOULD BE
CONSIDERED WHEN SETTING THE ADVERTISING
BUDGET ARE:
•1). Stage in the product life cycle.
(New products typically need large
advertising budgets)

19. •2). Market share.
(High-market share brands
usually need more advertising)

20. •3). Competition and clutter.
( More advertising is usually required in a
market with many more competitors and
their advertising clutter)

21. •4). Product differentiation.
(When a brand closely resembles other
brands in its product class, more advertising
(and therefore budget) is needed)

22. C. DEVELOPING ADVERTISING STRATEGY

23. a) Creating
advertising messages
b) Selecting
advertising media..

24. A) CREATING ADVERTISING MESSAGES
1 • Message Strategy
2 •Message Execution

25. I. MESSAGE STRATEGY
• The first step in creating effective advertising
messages is to decide what general message will
be communicated to consumers—to plan a
message strategy.
• The purpose of advertising is to get consumers to
think about or react to the product .

26. II. MESSAGE EXECUTION
• The advertiser now has to turn the big idea into
an actual ad execution that will capture the
target market's attention and interest. The
creative people must find the best style, tone,
words, and format for executing the message

27. . ANY MESSAGE CAN BE
PRESENTED IN DIFFERENT
EXECUTION STYLES

29. •This style shows one or
more "typical" people
using the product in a
normal setting.
• Slice of life

30. •This style shows how a
product fits in with a
particular lifestyle
• lifeStyle

31. •This style creates a
fantasy around the
product or its use.
• fantaSy:

32. • This style builds a mood or
image around the product,
such as beauty, love, or
serenity. No claim is made
about the product except
through suggestion
• Mood or image

33. •This style shows one or
more people or cartoon
characters singing
about the product
• Musical

34. •This style shows the
company's
expertise in making
the product.
• Technical
expertise:

35. • This style presents survey
or scientific evidence
that the brand is better or
better liked than one or
more other brands.
• Scientific
evidence

36. •This style features a
highly believable
or likable source
endorsing the
product.
• Testimonial
evidence or
endorsement

37. B) SELECTING ADVERTISING MEDIA.
1
• Deciding on Reach,
Frequency, and Impact
2
•Choosing Among
Major Media Types

38. I. DECIDING ON REACH, FREQUENCY, AND IMPACT
• Reach is a measure of the percentage of
people in the target market who are
exposed to the ad campaign during a given
period of time.
• Frequency is the measure of how many time
the average person in the target market.
• Impact(before and after advertidement)

39. II. CHOOSING AMONG MAJOR MEDIA TYPES
•The media planner has to know the
reach, frequency, and impact of each
of the major media types

40. NEWSPAPERS,

41. TELEVISION

42. RADIO

43. MAGAZINES

44. INTERNET

45. MOBILE

46. EVALUATING ADVERTISING CAMPAIGN

47. • It is the last step in major decision of
advertising. In this stage evaluate the
message of advertising. How much people
get attention on the message of
advertising. Its market covering capacity,
style, tone, words and format etc are
evaluated in this stage.

48. THANKS

49. ANY QUESTION