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What is Advertising?
“Advertising is any paid form of nonpersonal
presentation and promotion of ideas, goods, or
services by an identified sponsor.”
Philip Kotler
“Advertising not only plays a vital role in promoting
our economic growth but it is a colorful and
diverting aspect of life.”
Peter Drucker
Classification of Advertising
Objectives
Informative Advertising
Persuasive Advertising
Reminder Advertising
Reinforcement Advertising
MISSION MONEY
MESSAGE
MEDIA
MEASUREMENT
5 M’s of Advertising
Mission
Increase Sales
Brand Building
Money
 Factors affecting budget decisions
Stage in product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability
Message
Message generation
Message evaluation and selection
Message execution
Social-responsibility review
Media
 Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation
Relationship between product trial rate and
Audience awareness level
Trial
T*
A*
Awareness
Media Timing Pattern
Continuity
Concentration
Flighting
pulsing
Measurement
Communication impact
Consumer feedback method
Portfolio test
Laboratory test
Sales impact
5 m's of advertising

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5 m's of advertising