Marketing

Advertising
Definition of advertising
• Any paid form of non personal presentation and promotion of
ideas, goods and services through ...
Characteristics of advertising
• Non personal form of communication aimed at a target
audience.
• Used by commercial and b...
Developing and managing an
advertisement program
The five critical decisions, known as the five
Ms:
•
•
•
•
•

Mission: Wh...
The five Ms of advertising
Objectives
• An advertising objective is a specific
communication task to be achieved with a specific
target audience duri...
Deciding on the Advertising Budget

Five factors to consider when setting the advertising
budget:
•
•
•
•
•

Stage in the ...
Message
Choosing the
advertising message
involves four step

Message
generation

Message
evaluation
and selection

Message...
Advertising Media
Developing Media strategies are
deciding on:
•
•
•
•
•

Reach, Frequency and Impact.
Choosing among majo...
Measurement
Evaluating Advertisement Effectiveness
• Communication-Effect Research.
• Copy Testing.
• Consumer Feedback Me...
Advertising
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Advertising

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Advertising

  1. 1. Marketing Advertising
  2. 2. Definition of advertising • Any paid form of non personal presentation and promotion of ideas, goods and services through mass media such as news paper, magazines, television or radio by an identified sponsors. (Kotler). • Advertising is mass, paid for communication which is used to transmit information, develop attitudes and include some form of response from the audience
  3. 3. Characteristics of advertising • Non personal form of communication aimed at a target audience. • Used by commercial and by not for profit organization. • Advertising is paid for. • Most advertising is concerned ultimately with selling. • It is the major element in the promotional mix.
  4. 4. Developing and managing an advertisement program The five critical decisions, known as the five Ms: • • • • • Mission: What are the advertising objectives? Money: How much can be spent? Message: What message should be sent? Media: What media should be used? Measurement: How should the results be evaluated?
  5. 5. The five Ms of advertising
  6. 6. Objectives • An advertising objective is a specific communication task to be achieved with a specific target audience during a specific period of time. • Like all objectives they should be SMART. • Advertising objectives at different stages in Hierarchy of Effects  Informative Advertising.  Persuasive Advertising.  Reminder Advertising.  Reinforcement Advertising.
  7. 7. Deciding on the Advertising Budget Five factors to consider when setting the advertising budget: • • • • • Stage in the product life cycle Market share and consumer base Competition and clutter Advertising frequency Product substitutability
  8. 8. Message Choosing the advertising message involves four step Message generation Message evaluation and selection Message evaluation Social responsibility review
  9. 9. Advertising Media Developing Media strategies are deciding on: • • • • • Reach, Frequency and Impact. Choosing among major media types. Selecting specific media vehicles. Deciding on media timing. Deciding on geographical media allocation.
  10. 10. Measurement Evaluating Advertisement Effectiveness • Communication-Effect Research. • Copy Testing. • Consumer Feedback Method. • Sales Effect Research. Share of expenditures. Share of voice. Share of mind and heart. Share of market.

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