Know the steps in managing the communication functions of advertising.

1. Managing The Communications
Functions
Of Advertising
b y : A n g e l B e a K i m D . G a b i o n

2. FUNCTION

3. All forms of advertising deliver
messages to consumers. As the message
sender in the process of communication,
advertising can let people know about a
new brand, make an impression on
consumers’ minds about the brand, build or
maintain positive attitudes toward the brand,
form a strong motivation to make
consumers take action and establish a
strong brand loyalty for repeated purchases.

4. Advertising is a form of
Mass Communication.
• Mass communication is the imparting of
information on a large scale to a wide range of
people.

5. Advertising, in relation to mass communication,
refers to marketing a product or service in a persuasive
manner that encourages the audience to buy the
product or use the service.

6. Major Decisions: The 5 M’s
• Mission
• Money
• Message
• Media
• Measurement

7. Setting the objectives:
•Informative Advertising – aims to create brand awareness & knowledge of new
products/new features of existing product.
•Persuasive Advertising – aims to create liking, preference, conviction, and purchase of a
product or service.
•Reminder Advertising – aims to stimulate repeat purchase of products & services.
•Reinforcement Advertising – aims to convince current purchasers that they made the
right choice.

8. MONEY
Deciding on the Advertising
Budget

9. S PC MA
• Stage in the Product Life Cycle- New products typically merit large budgets to build awareness and to gain
consumer trial.
• Competition & Clutter- In a market with many competitors & high advertising spending, a brand must
advertise more heavily to be heard.
• Advertising Frequency- The number of repetitions needed to put the brand’s message across to consumers has
an obvious impact on the advertising budget.
•Market Share & Consumer Base- High-market-share brands usually require less advertising expenditure as a
percentage of sales to maintain share.
• Product Substitutability- Brands in less-differentiated or commodity–like product classes (beer, soft drinks),
require heavy advertising to establish a unique image.

10. • What to say ?
• How to say ?

11. Creating the Advertising Message
No matter how big the budget, advertising can succeed
only if commercials gain attention and communicate well.
Good advertising messages are especially important in today’s
costly and cluttered advertising environment. If all this
advertising clutter bothers some consumers, it also causes big
problems for advertisers.
Until recently, television viewers were pretty much a
captive audience for advertisers.

12. Message evaluation and selection ( What to say? )
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 or company in a certain way. People will react only if
they believe that they will benefit from doing so.
Message execution ( How to say? )
The message impact depends not only upon what is said but also on how it is
said. The advertiser now has to turn the big idea into an actual advertising
execution that will capture the target market's attention and interest. The
creative people must find the following for executing the message.
• Style – Concept of advertisement. For example, musical, fantasy, scientific
evidence, etc.
• Tone - The communicator must also choose an appropriate tone for the
advertisement.
• Word - Memorable and attention-getting words must be found.
• Format - Format elements such as ad size, color, and illustration will make a
difference in an advertising impact as well as its cost.

14. The next to be considered while making an
Advertisement Program is the Media through which
to communicate the Message generated during the
previous stage. The steps to be considered are:

15. REACH FREQUENCY IMPACT
M e d i a S e l e c t i o n I

16. Media Selection II
Major Media Types:
• Newspapers
• Television
• Direct Mail
• Radio
• Magazines
• Outdoor
• Yellow Pages
• News Letters
• Brochures
• Telephone
• Internet

17. Media Selection
III
Specific Media Vehicle:
 Audience SizeMeasures
• Circulation
•Audience
• Effective Audience
•Effective ad-exposed audience

18. Continuity
This model is primarily for non-seasonal products and some seasonal products. Advertising runs steadily
with little variation over a campaign period. There may be short gaps at regular intervals and also long
gaps—for instance, one ad every week for 52 weeks, and then a pause. This pattern of advertising is
prevalent in service and packaged goods that require continuous reinforcement on the audience for top of
mind recollection at point of purchase.
Media Selection IV

19. Media Selection IV
Flighting
In media scheduling for seasonal product categories, flighting involves intermittent and
irregular periods of advertising, alternating with shorter periods of no advertising at all.

20. Media Selection IV
Pulsing
Pulsing combines flighting and continuous scheduling by using a low advertising level all year round and
heavy advertising during peak selling periods. Product categories that are sold year round but experience a
surge in sales at intermittent periods are good candidates for pulsing. For instance, under-arm deodorants,
sell all year, but more during the summer months.

21. Media Selection V
Deciding on Geographical Allocation
• Area of Dominant Influence (ADI) or Designate Marketing
Area (DMA)
-A geographic area covered by a television or radio station. An area of a market used to
measure the audience reached by a broadcast. The area gets the same programming.

22. • Consumers Impact
• Sales Impact

23. Evaluating and Measuring
Advertising Effectiveness
Communication-Effect Research (Copy Testing)
Copy testing is a specialized field of marketing research that
determines an advertisement’s effectiveness based on consumer
responses, feedback, and behavior. Also known as pre-testing, it might
address all media channels including television, print, radio, outdoor
signage, internet, and social media.
Sales-Effect Research
An advertising research that seeks to determine the impact of
advertising on the sales. Advertising’s sales effect is generally harder to
measure than its communication effect (awareness level).