The document defines advertising and outlines steps for developing effective advertising programs. These include identifying the target audience, following the AIDA and DAGMAR models, and carrying out the five M's stages of mission, money, message, media, and measurement. The AIDA and DAGMAR models outline cognitive and affective stages to move consumers from awareness to action. The five M's provide a framework for setting objectives, deciding budgets, generating messages, selecting media channels, and evaluating effectiveness. The document also describes types of advertising such as informative, persuasive, and reminding ads.

1. ADVERTISING

2. Definition “ Advertising includes any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.” It uses media like newspapers, magazines, outdoor banners, hoardings, direct mail, radio, television, internet etc.

3. Developing effective advertising programmes Identify the target audience Follow the DAGMAR and AIDA Models Carry five “M”s stage

4. Identify the target audience One should start with clear audience in mind It could be potential, current, lost customer Individual, groups, special public, general public Target audience affect the decisions like what to say, when to say, how to say, when to say, where to say and who will say

5. Follow the DAGMAR and AIDA Model STAGE AIDA Model EFFECTS COGNITIVE STAGE ATTENTION AWARENESS KNOWLEDGE AFFECTIVE STAGE INTEREST DESIRE LIKING PREFERENCE CONVICTION BEHAVIOR STAGE ACTION PURCHASE

6. Carry five “M”s stage MISSION MONEY MESSAGE MEDIA MEASUREMENT

7. TYPES OF ADVERTISING Informative Persuasive Reminding

8. Informative Advertisements Telling market about new product Suggesting new uses of product Informing about price change Explaining how the product works Describing available services Correcting false impressions Reducing buyer’s fear Building a company image

9. Persuasive Advertisements Building brand preference Encouraging switching to your brand Persuading buyers to purchase now Persuading buyers to receive a sales call Creating fear in the minds of people Changing buyers’ perception of product attributes

10. Reminding Advertisements Keeping it in buyers’ mind during off season Maintaining its top-of-mind awareness Reminding buyers where to buy it Reminding buyers that the product may be needed in near future

11. MISSION- SETTING THE ADVERTISING OBJECTIVES Includes DAGMAR Approach by Russel Colley concerned with objectives like targeted sales, targeted growth in market share, sales turnover Based on decisions like target market, market positioning, marketing mix Designed as per the type of advertisement

12. MONEY- DECIDING THE ADVERTISING BUDGET Stage in PLC Market share and consumer base Competition and cluster Advertising frequency Product substitutability

13. Deciding the Advertising MESSAGE Message generation Message content Message structure Message format Message evaluation and selection Message execution

14. Deciding on the MEDIA Deciding on Reach, Frequency and Impact Selecting the media on the basis of Media habits of target audience Product characteristics Message characteristics Cost of media Selecting specific media vehicles based on Circulation Effective audience Deciding on media timing Deciding on geographical media allocation

15. MEASUREMENT- Evaluating advertising effectiveness Communication effect results Sales promotion effect results