2. What is Advertising?
“Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.”
Philip Kotler

3. “Advertising not only plays a vital role in promoting
our economic growth but it is a colorful and
diverting aspect of life.”
Peter Drucker

4. Classification of Advertising
Objectives
Informative Advertising
Persuasive Advertising
Reminder Advertising
Reinforcement Advertising

5. MISSION MONEY
MESSAGE
MEDIA
MEASUREMENT
5 M’s of Advertising

6. Mission
Increase Sales
Brand Building

7. Money
 Factors affecting budget decisions
Stage in product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

8. Message
Message generation
Message evaluation and selection
Message execution
Social-responsibility review

9. Media
 Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation

10. Relationship between product trial rate and
Audience awareness level
Trial
T*
A*
Awareness

11. Media Timing Pattern
Continuity
Concentration
Flighting
pulsing

12. Measurement
Communication impact
Consumer feedback method
Portfolio test
Laboratory test
Sales impact