Advertising - Marketing Tool

It is an paid form of non personal communication and promotion of ideas, goods and services by an identified sponsor

5 M's of advertising

Mission – Sales goals ad Advertising objectives 

Money – Stage in the PLC, Market share, Competition and clutter, Advertising frequency, product sustainability 

Message – message generation, message evaluation and selection, message execution and social responsibility review 

Media – Reach, Frequency, impact, media vehicles, media timing, geographical allocation 

Measurement – communication impact and Sales impact

Objectives

1)   Informative advertising

2)   Persuasive advertising

3)   Reminder advertising

4)   Reinforcement advertising

Deciding the Advertising Budget

1)   Five factors to be considered

2)   Stage in the PLC

3)   Market share and consumer base

4)   Competition and clutter

5)   Advertising frequency

6)   Product substitutability

Developing the Advertising Campaign

1)   Message generation and evaluation

2)   Creative development and execution – Television ads, Print ads, Radio ads and film ads

3)   Socio responsibility review

Evaluating advertising effectiveness

Communication effect research - seeks to determine whether ad is communicating effectively

Pretest  can be done before the ad is launched and there are 3 ways of  doing them

1) Consumer feedback method – ask consumers for their reactions to a proposed ad

2)  Portfolio tests – ask consumer to view or listen to a portfolio of ads and then ask them to recall all the ads with their content – aided or unaided

3)  Laboratory tests – use of equipment to measure physiological reactions – heart beat, blood pressure, pupil dilation, galvanic skin response to an ad.