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5 M’s

5 M’s

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Published by Mohan Kumar

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Published by: Mohan Kumar on Jun 15, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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5 Ms of Advertising
 
MISSION:
WhataretheAdvertisingobjectives?
MONEY:
Howmuchcanbespent?(Advertisingbudget)
MESSAGE:
Whatmessageshouldbesent?
MEDIA:
Whatmediashouldbeused?
MEASUREMENT:
Howshouldtheresultsbeevaluated?
 
1.
MISSIONORSETTINGTHEADVERTISINGOBJECTIVES
AdvertisingObjectivescanbeclassifiedastowhethertheiraimis:
Toinform:
ThisaimofAdvertisingisgenerallytrueduringthepioneeringstageoaproductcategory,wheretheobjectiveisbuildingaprimarydemand.Thismayinclude:TellingthemarketaboutanewproductSuggestingnewusesforaproductInformingthemarketofapricechangeInforminghowtheproductworksDescribingavailableservicesCorrectingfalseimpressionsReducingbuyerfearsBuildingacompanyimage
Topersuade:
Mostadvertisementsaremadewiththeaimofpersuasion.Suchadvertisementsaimatbuildingselectivebrand.
Toremind:
Suchadvertisementsarehighlyeffectiveinthematuritystageoftheproduct.Theaimistokeeptheconsumerthinkingabouttheproduct.

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