The 5 M's of advertising are as follows:

1. Mission
2. Money
3. Message
4. Media
5. Measurement

1. Mission:
Advertising Objectives can be classified as to whether their aim is:

• To inform: This aim of Advertising is generally true during the pioneering stage of a product category,
where the objective is building a primary demand.

• To persuade: Most advertisements are made with the aim of persuasion. Such advertisements aim at
building selective brand.

• To remind: Such advertisements are highly effective in the maturity stage of the product. The aim is to
keep the consumer thinking about the product.

2. Money:
This M deals with deciding on the Advertising Budget
The advertising budget can be allocated based on:
• Departments or product groups
• The calendar
• Media used
• Specific geographic market areas

There are five specific factors to be considered when setting the Advertising budget.
i. Stage in PLC: New products typically receive large advertising budgets to build awareness and to gain
consumer trial.  Established brands are usually supported with lower advertising budgets as a ratio to sales.

ii. Market Share and Consumer base: high-market-share brands usually require less advertising
expenditure as a percentage of sales to maintain their share. To build share by increasing market size
requires larger advertising expenditures. Additionally, on a cost-per-impressions basis, it is less expensive
to reach consumers of a widely used brand them to reach consumers of low-share brands.
iii. Competition and clutter: In a market with a large number of competitors and high advertising
spending, a brand must advertise more heavily to be heard above the noise in the market. Even simple
clutter from advertisements not directly competitive to the brand creates the need for heavier advertising.

iv. Advertising frequency: the number of repetitions needed to put across the brands message to
consumers has an important impact on the advertising budget.
Product substitutability: brands in the commodity class (example cigarettes, beer, soft drinks) require
heavy advertising to establish a different image. Advertising is also important when a brand can offer
unique physical benefits or features.

3. Message:
Message generation can be done in the following ways:
A. Inductive: By talking to consumers, dealers, experts and competitors. Consumers are the major source
of good ideas. Their feeling about the product, its strengths, and weaknesses gives enough information that
could aid the Message generation process.

B. Deductive: John C. Meloney proposed a framework for generating Advertising Messages.

According to him, a buyer expects four types of rewards from a product:
• Rational
• Sensory
• Social
• Ego Satisfaction.

Buyers might visualize these rewards from:

• Results-of-use Experience
• Product-in-use Experience
• Incidental-to-use Experience

4. Media:
The next M 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:

5. Measurement:
Evaluating the effectiveness of the Advertisement Program is very important as it helps prevent further
wastage of money and helps make corrections that are important for further advertisement campaigns.
Researching the effectiveness of the advertisement is the most used method of evaluating the effectiveness
of the Advertisement Program. Research can be in the form of:
i. Communication-Effect Research
ii. Sales-Effect Research
Part 2
Among them is the communication aspect.

The five Ms of advertising provide a framework by which you can create an

advertising platform.

First, the firm must decide what the purpose of the advertisements will be.
This is called the mission. Monetary constraints usually determine how large
any project can be. This is the money aspect of the advertising project.
Message is the creative aspect of the advertising strategy. Next, the media by
which the message will be delivered must be determined. Finally, measuring
the project is important to determine how effective the advertisements actually
were. This can sometimes be the most difficult part of the plan, since
measuring changes in customer opinion can be time consuming and costly.

In this article, we take a deeper look at the five Ms of marketing.

Mission

There are several ways that a company can determine what the mission of an
advertising strategy should be. Quantitative measures such as increasing the
awareness of the brand among a certain segment by a certain percentage can
be chosen. For example, increasing the awareness among financial
executives of a certain audit control offered by your company by 20% could be
a mission. This could be measured before and after using a survey or some
other form of primary research.

Money

Budget constraints are everywhere in business, and nowhere are they more
evident than in small businesses. Advertising and marketing can sometimes
be ignored because they do not offer immediate results. However, in every
business environment, some resources must be allocated to building a brand
and image. Without this, the company will not continue to grow. Even during
recessions, marketing must be a priority to avoid losing market share. Having
a suitable budget is an important part of the process.

Message
Advertising is a creative process. There are slogans, themes and gimmicks
that try to lure the customer in. The message of an advertisement is this
creative aspect. Any manner of theme can be implemented as long as it is in
line with what the company stands for.

Media

This aspect of the program refers to the media that will be used to
communicate the message. This can include television, radio, mail, telephone
and in person contact. Most media has metrics to measure their efficiency and
costs associated with those metrics. Choosing the right media can make or
break an advertising program.

Measurement

Finally, the firm must measure the effects of the program on their intended
audience. This can be done by measuring sales or trying to gauge interest
through research. It is often very difficult to measure how much the
advertisements actually impacted customer interest and how much other
external factors played a part.
Part 3
Advertising is the art of promoting yourself through different
media. In the complex environment where everything is getting
changed and being systematic, the advertisement is also being
converted into a whole subject.

There are many things to know on this subject. Just like the 4 P’s of
Marketing Mix, there are five M’s of advertisement to understand
the whole concept of advertisement.
How to use 5 M’s in advertising strategy? How to implement
advertising strategy?

Mission
Like the mission statement of any organization, advertisement a
component of promotion is also having a clear mission that what do
you wants to achieve through advertisement.

In this head, we set our mission, goals, and objectives to analyze

that what we are going to do and what we will get through this act.
So the organization has a mission in its record to achieve by the end
of its advertising campaign.

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Money
As time is important in the advertisement but how you can ignore
your budget. Money is also critical decision while going for
advertisement.

Different media charge different cost. The Internet is cheap media

to advertise but everyone cannot use the internet in his
advertisement strategy.
TV is more costly but effective media in the advertisement. Most of
the companies reserve media budget separately.
Every type of media has different package for advertisement for
example newspaper have so many packages for advertisement and
TV channels also have different budget packages according to time

Message
Second M in the advertisement is the Message. The message is that
idea, information, literature, and theme you want to communicate to
your target customer.

The message will be decided according to the target customer

because you will definitely only transfer important information to
your target audience but a trash.
The important thing to note here is that the message will be changed
when you will change the source of advertisement.
It means that selection of media will define the message because
you cannot run a picture message on Radio.

Media
Definitely selection of media is the most important component in
the advertisement. There are so many media available for
advertisement but selection is at the same time so much more
critical.

The decision of media selection depends on the target market

because the organization will first analyze how its target market
gets information about organization whether they are connected to
the internet or through traditional media like the newspaper.

Use of media is also critical because of the money budget and time
budget. Different media charge different cost in different time.

It is promotional manager’s duty to study that which time is

effective with which media.

Measurement
Same like marketing strategy, evaluation and measurement is an
essential step to ending advertisement strategy.
Without evaluation how you can identify that you achieve your
objectives?
Same in the case of the advertisement, you have to measure your
advertising strategy that either you get the same return or not.
Again measurement depends on media selection. Every media has
its own measurement techniques.