5M¶S OF MARKETING

ABSTRACT

In this I will explain about 5M¶s of marketing that is mission, money, message, media, and measurement. And also importance about 5M¶s of marketing in promoting their products. Example to explain 5M¶s of marketing is sun drop sunflower oil. Conclusion on importance of 5M¶s.

This can sometimes be the most difficult part of the plan. Monetary constraints usually determine how large any project can be. the firm must decide what the purpose of the advertisements will be.5M¶S OF MARKETING INTRODUCTION: The organizations handle their advertising in different ways. This is called the mission. advertising is handled by someone in the sales or marketing department. the media by which the message will be delivered must be determined. This is the money aspect of the advertising project. Finally. known as the five M¶s. y y y y y Mission: what are the advertising objectives? Money: how much can be spent? Message: what message can be sent? Media: what media should be used Measurement: how should the results is evaluated? ROLE OF 5M¶S OF MARKETING: The five Ms of advertising provide a framework by which you can create an advertising platform. A large company will often set up its own advertising department or else hire an ad agency to do the job of preparing advertising programmes. In small companies. First. marketing managers must always start by identifying the target market and the buyer¶s motives. who works with an ad ageny. Message is the creative aspect of the advertising strategy. In developing a program. Then they can make the five major decisions in developing an advertising program. measuring the project is important to determine how effective the advertisements actually were. . viz. since measuring changes in customer opinion can be time consuming and costly. Next.

MISSION: What are the Advertising objectives? MONEY: How much can be spent? (Advertising budget) MESSAGE: What message should be sent? MEDIA: What media should be used? MEASUREMENT: How should the results be evaluated? 1. where the objective is building a primary demand. MISSION OR SETTING THE ADVERTISING OBJECTIVES 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. .

Established brands are usually supported with lower advertising budgets as a ratio to sales. Such advertisements aim at building selective brand. To remind: Such advertisements are highly effective in the maturity stage of the product. . y Stage in PLC: New products typically receive large advertising budgets to build awareness and to gain consumer trial.This may include: y y y y y y y y Telling the market about a new product Suggesting new uses for a product Informing the market of a price change Informing how the product works Describing available services Correcting false impressions Reducing buyers fears Building a company image To persuade: Most advertisements are made with the aim of persuasion. The aim is to keep the consumer thinking about the product. MONEY This M deals with deciding on the Advertising Budget The advertising budget can be allocated based on: y y y y 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. 2.

a brand must advertise more heavily to be heard above the noise in the market. beer. Meloney proposed a framework for generating Advertising Messages. a buyer expects four types of rewards from a product: Rational Sensory Social Ego Satisfaction. experts and competitors. its strengths. Deductive: John C. MESSAGE GENERATION Message generation can be done in the following ways: Inductive: By talking to consumers. soft drinks) require heavy advertising to establish a different image. and weaknesses gives enough information that could aid the Message generation process. To build share by increasing market size requires larger advertising expenditures. y Competition and clutter: In a market with a large number of competitors and high advertising spending. Their feeling about the product. According to him. 3. dealers. it is less expensive to reach consumers of a widely used brand them to reach consumers of low-share brands.y Market Share and Consumer base: High-market-share brands usually require less advertising expenditure as a percentage of sales to maintain their share. Consumers are the major source of good ideas. Additionally. . Advertising is also important when a brand can offer unique physical benefits or features. y Product substitutability: brands in the commodity class (example cigarettes. on a costper-impressions basis. y Advertising frequency: the number of repetitions needed to put across the brands message to consumers has an important impact on the advertising budget. Even simple clutter from advertisements not directly competitive to the brand creates the need for heavier advertising.

Some ads aim for rational positioning and others for emotional positioning. A good ad normally focuses on one core selling proposition. The message must first say something desirable or interesting about the product. Above all. Messages can be rated on desirability. or a combination of them: y Slice of life: Shows one or more persons using the product in a normal setting. and format for executing the message should be kept in mind. While executing a message the style. The message must also say something exclusive or distinct that does not apply to every brand in the product category. Message execution The message impact depends not only upon what is said but also on how it is said. showed a family enjoying Coke. Style: Any message can be presented in any of the following different execution styles. with a game of antakshari when there is a power failure. tone. . y Lifestyle: Emphasizes how a product fits in with a lifestyle.Buyers might visualize these rewards from: o Results-of-use Experience o Product-in-use Experience o Incidental-to-use Experience Message evaluation and selection The advertiser needs to evaluate the alternative messages. exclusiveness and believability. the message must be believable or provable. Example: Coke 1litre ad.

showing a woman thinking of the Frenchie man saving her from a villain. Example: DuraCell Ads. Example: GE and Skoda ads y Scientific evidence: Presents survey or scientific evidence that the brand is preferred over or outperforms other brands. claiming the battery lasts 6 times longer than ordinary batteries . or serenity. and pride in making the product. such as beauty. Example: VIP Frenchie ads. love. Example: Ads of Old Spice After Shave Lotion y Personality symbol: Creates a character that personifies the product. y Fantasy: Creates a fantasy around the product or its use. y Musical: Uses background music or shows one or more persons or cartoon characters singing a song involving the product. experience. No claim is made about the product except through suggestion. The character might be animated Example: Ronald McDonald for McDonalds y Technical expertise: Shows the companies expertise. This style is common in the over-the-counter drug category. saying the King of Good Times. y Mood or image: Evokes a mood or image around the product. Example: Kingfisher Beer ads. that focus on lifestyle of persons using their products.Example: Collection. Asmi and Platinum ads.

optimal delivery can be achieved. likable. or expert source endorsing the product. they had hair expert Coleen. Other companies use emotions to set the tone particularly film. color. It could be a celebrity or ordinary people saying how much they like the product. A minor rearrangement of mechanical elements within the ad can improve its attention-getting power. By planning the relative dominance of different elements of the ad.y Testimonial evidence: This features a highly credible. endorsing the product. The steps to be considered are: . Example: Procter & Gamble is consistently positive in its tone its ads say something superlatively positive about the product. telephone. Larger-size ads gain more attention. and humor is almost always avoided so as not to take mention away from the message. MEDIA The next is considered while making an Advertisement Program is the Media through which to communicate the Message generated during the previous stage. though not necessarily by as much as their difference in cost. and illustration will make a difference in an ads impact as well as its cost. Four-colour illustrations instead of black and white increase ad effectiveness and ad cost. Tone: The communicator must also choose an appropriate tone for the ad. Format: Format elements such as ad size. 4. Example: In ads for Sunsilk. and insurance companies. which stress human connections and milestones.

They are: Pre-testing It is the assessment of an advertisement for its effectiveness before it is actually used. This is be done by taking expert opinion on the concept of the ad. Researching the effectiveness of the advertisement is the most used method of evaluating the effectiveness of the Advertisement Program. It is done through y Concept testing is how well the concept of the advertisement is. y Test commercials ± test trial of the advertisement to the sample of people .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. Research can be in the form of: y y Communication-Effect Research Sales-Effect Research There are two ways of measuring advertising effectives.

y y y Positioning had to be perceptually as far away from Saffola. Position Sundrop as the healthy oil for healthy people 2. therefore relatively large expenditure o Market share: New product . modern and premium feel Execution had to be distinct and original to stand out from the clutter Money: o Stage in PLC: Introductory.y Finished testing Post-testing It is the assessment of an advertisement effectiveness after it has been used. It is done in two ways y Unaided recall ± a research technique that asks how much of an ad a person remembers during a specific period of time y Aided recall ± a research technique that uses clues to prompt answers from people about ads they might have seen EXAMPLE Sundrop Mission: Sale goals: Leadership in the edible refined oil segment Advertising Goals: Communication task 1. Ensure that this did not erode the delivery of the taste benefit. Young.

Sundrop became the largest selling refined sunflower oil. Message: Health was chosen as the platform. and 42% in 1997 y y Still the largest selling sunflower oil brand holds 15% of branded oil market. People who were healthy and energetic were concerned about the long-term prospects of their health. y y y y Was related to maintenance of good health Was applicable to all members of the family Was characterized by lively energetic people Thus the message and (positioning):The Healthy Oil for Healthy People Media: Primary media: Television ad 30 seconds and Print ad. . Measurement: y y Within 6 months.71% to 23% in 6 months. All you need to do is to decide who buys and uses your products and why. In order to spend your media dollars wisely.o Competitors: Saffola (Safflower oil) also used the health platform but was associated with heart patients and less taste Flora and Sunola (Sunflower oils). you must know what they read or watch so that they will see your ads. CONCLUSION: The most important step lies in deciding what your advertising should say and to whom it should say it. Redefined the category and expanded the Sunflower oil segment from 2. The ad was shown for over 10 years as the main theme film. along with a supporting claim for taste.