Here are the key steps for developing an advertising program in 3 sentences or less: The five Ms of advertising are mission, money, message, media, and measurement. The mission establishes the advertising objectives like creating brand awareness or persuading purchases. Money determines the budget based on factors like the product's lifecycle and competition. An effective message is generated and creatively executed while complying with legal and social norms. The media choice considers reach, frequency, and impact. Measurement assesses the communication and sales effects to determine how well the ad performed.

1. WHATARE THESTEPS
FORDEVELOPING AN
ADVERTISING
PROGRAM?

2. The Five Ms of Advertising

3. MISSION

4. Ad-Objectives Informative
Creates brand awareness andknowledge of new products or new features of
exiting products
Persuasive
Creates liking, preference andpurchase of a product/service
Reminder
Stimulate repeat purchase of product
Reinforcement
Convince current purchasers they made the rightchoice

5. MONEY

6. What affects the budgetdecisions?
Stagein product lifecycle
Marketshare& consumerbase
Competitionand clutter
Advertisingfrequency
Product sustainability

7. MESSAGE

8. 3 Stepprocess
1. Message generation& evaluation : Influencesattitudesand
behaviours
2. Creative development & execution:Not just whatit says but
also HOW
3. Legal & Social issues : ensurethatads do not overstep social
and legal norms

9. MEDIA

10. Reach
Frequency
Impact
• No. of people exposed
• Launch of new product
• No. of times in specified
time period
• Strong competitors
• Qualitative exposure
• Strategic placement of
ads

11. PLACE ADVERTISING PUBLIC SPACES
POINTOF PURCHASE PRODUCTPLACEMENT

12. MEASUREMENT

13. How effectiveis your ad?
• CommunicationEffect Research
Copy testing
Performance matters-before /afters
• Sales EffectResearch
How is sales affected?

14. Stages in Sales Impact of Advertising
Share of
Expenditures
Share of voice
Share of consumer’s
mind and heart
Share of Market