The Five Ms Of Advertising

The organizations handle their advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who works with an ad ageny. 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 developing a program, marketing managers must always start by identifying the target market and the buyers motives. Then they can make the five major decisions in developing an advertising program, known as the five s, viz. 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! The above mentioned can be e#plained by the diagram given below

The $ s of Advertising %hecklist for planning of a marketing or advertising campaign. Mission Money Message Media Measurement
&hat are the objectives! &hat is the key objective! 'ow much is it worth to reach my objectives! 'ow much can be spent! &hat message should be sent! Is the message clear and easily understood! &hat media vehicles are available! &hat media vehicles should be used! 'ow should the results be measured! 'ow should the results be evaluated and followed up!

MISSION
(ales goals Advertising objectives

MONEY
(tage in )*% arket (hare and %onsumer +ase %ompetition and %lutter Advertising fre,uency )roduct substitutability

MESSAGE
essage generation essage evaluation - selection essage e#ecution

MEDIA
.each, /re,uency - impact ajor media types (pecific media vehicles edia timing 0eographical media allocation

MEAS !EMENT
%ommunication impact (ales impact

"# MISSION O! SETTING T$E AD%E!TISING O&'E(TI%ES

Advertising 1bjectives 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. This may include" Telling the market about a new product (uggesting new uses for a product Informing the market of a price change Informing how the product works 2escribing available services %orrecting false impressions .educing buyers fears +uilding a company image To )ersuade: ost advertisements are made with the aim of persuasion. (uch advertisements aim at building selective brand. To remind: (uch advertisements are highly effective in the maturity stage of the product. The aim is to keep the consumer thinking about the product.

*# MONEY
This deals with deciding on the Advertising +udget

The advertising budget can be allocated based on" 2epartments or product groups The calendar edia used (pecific geographic market areas

There are five specific factors to be considered when setting the Advertising budget. Stage in +,(: 3ew products typically receive large advertising budgets to build awareness and to gain consumer trial. 4stablished brands are usually supported with lower advertising budgets as a ratio to sales. Mar-et Share and (onsumer .ase: high5market5share brands usually re,uire less advertising e#penditure as a percentage of sales to maintain their share. To build share by increasing market size re,uires larger advertising e#penditures.

Additionally, on a cost5per5impressions basis, it is less e#pensive to reach consumers of a widely used brand them to reach consumers of low5share brands. (om)etition and /0utter: 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. 4ven simple clutter from advertisements not directly competitive to the brand creates the need for heavier advertising. Advertising fre1uen/y: the number of repetitions needed to put across the brands message to consumers has an important impact on the advertising budget. +rodu/t su.stituta.i0ity: brands in the commodity class 6e#ample cigarettes, beer, soft drinks7 re,uire heavy advertising to establish a different image. Advertising is also important when a brand can offer uni,ue physical benefits or features.

2# MESSAGE GENE!ATION
essage generation can be done in the following ways" Indu/tive: +y talking to consumers, dealers, e#perts and competitors. %onsumers are the major source of good ideas. Their feeling about the product, its strengths, and weaknesses gives enough information that could aid the essage generation process. Dedu/tive: 8ohn %. eloney proposed a framework for generating Advertising essages. According to him, a buyer e#pects four types of rewards from a product" .ational (ensory (ocial 4go (atisfaction. +uyers might visualize these rewards from" .esults5of5use 4#perience )roduct5in5use 4#perience Incidental5to5use 4#perience The atri# formed by the intersection of these four types of rewards and the of e#periences is given below. +OTENTIA, TY+E OF !E3A!D 4Sam)0e Messages5 !ationa0 Sensory So/ia0 .esult5of59se "# 0ets %lothes *# (ettles (tomach 2# &hen you care 4#perience %leaner upset completely enough to serve the best )roduct5in5 7# The flour that 8# .eal gusto in a 9# A deodorant to 9se needs no sifting great light beer guarantee social 4#perience acceptance three types Ego Satisfa/tion 6# /or the skin you deserve to have :# The store young e#ecutive for

Incidental5to5 9se 4#perience

;# The plastic "<# The portable pack keeps the television thats cigarette fresh lighter in weight, easier to lift

""# The furniture "*. (tereo for the that identifies the man with home of modern discriminating taste people

Message eva0uation and se0e/tion The advertiser needs to evaluate the alternative messages. A good ad normally focuses on one core selling proposition. essages can be rated on desirability, exclusiveness and believability. The message must first say something desirable or interesting about the product. The message must also say something e#clusive or distinct that does not apply to every brand in the product category. Above all, the message must be believable or provable. Message e=e/ution# The messages impact depends not only upon what is said but also on how it is said. (ome ads aim for rational positioning and others for emotional positioning. &hile e#ecuting a message the style, tone, words, and format for e#ecuting the message should be kept in mind. STY,E# Any message can be presented in any of the following different e#ecution styles, or a combination of them" Slice of life: (hows one or more persons using the product in a normal setting. Coke 1litre ad, showed a family enjoying Coke, with a game of antakshari when there is a power failure.

Lifestyle: 4mphasizes how a product fits in with a lifestyle. Asmi and Platinum ads, that focus on lifestyle of persons using their products. Fantasy: %reates a fantasy around the product or its use. !P "renchie ads, showing a woman thinking of the "renchie man saving her from a villain. Mood or image# 4vokes a mood or image around the product, such as beauty, love, or serenity. 3o claim is made about the product e#cept through suggestion. $ingfisher %eer ads, saying the $ing of &ood 'imes. Musical: 9ses background music or shows one or more persons or cartoon characters singing a song involving the product.

(escafe, %acardi usually use )usic as the main theme of communication

Personality symbol: %reates a character that personifies the product. The character might be animated *onald )c+onald for )c+onald,s Technical expertise: (hows the companys e#pertise, e#perience, and pride in making the product. &- and .koda ads Scientific evidence: )resents survey or scientific evidence that the brand is preferred over or outperforms other brands. This style is common in the over5 the5counter drug category. +uraCell Ads, claiming the battery lasts / times longer than ordinary batteries Testimonial evidence: This features a highly credible, likable, or e#pert source endorsing the product. It could be a celebrity or ordinary people saying how much they like the product. !n ads for .unsilk, they had hair expert Coleen, endorsing the product. TONE: The communicator must also choose an appropriate tone for the ad. Procter 0 &amble is consistently positive in its tone1its ads say something superlatively positive about the product, and humor is almost always avoided so as not to take mention away from the message. 1ther companies use emotions to set the tone:particularly film, telephone, and insurance companies, which stress human connections and milestones. 3ords: emorable and attention5getting words must be found. The following themes listed on the left would have had much less impact without the creative phrasing on the right" Theme (reative (o)y ;ou wont have to stay at home because 0et 1ut, 0et 0oing of bad hair Format: /ormat elements such as ad size, color, and illustration will make a difference in an ads impact as well as its cost. A minor rearrangement of mechanical elements within the ad can improve its attention5getting power. *arger5size ads gain more attention, though not necessarily by as much as their difference in cost. /ou r5

colour illustrations instead of black and white increase ad effectiveness and ad cos t. +y planning the relative dominance of different elements of the ad, optimal delivery can be achieved.

6# MEDIA
The ne#t < to be considered while making an Advertisement )rogram is the edia through which to communicate the essage generated during the previous stage. The steps to be considered are" Deciding on Geographic media allocation Step V

2eciding on media timing Step IV

(electing specific media vehicles Step III

%hoosing among major media types Step II

2eciding reach, fre,uency and impact Step I

7# MEAS !EMENT
4valuating the effectiveness of the Advertisement )rogram is very important as it helps prevent further wastage of money and helps make corrections that are important for further advertisement campaigns. .esearching the effectiveness of the advertisement is the most used method of evaluating the effectiveness of the Advertisement )rogram. .esearch can be in the form of" %ommunication54ffect .esearch (ales54ffect .esearch There are two ways of measuring advertising effectives. They are" +re>testing It is the assessment of an advertisement for its effectiveness before it is actually used. It is done through %oncept testing = how well the concept of the advertisement is. This is be done by taking e#pert opinion on the concept of the ad.

Test commercials 5 test trial of the advertisement to the sample of people /inished testing

+ost>testing It is the assessment of an advertisements effectiveness after it has been used. It is done in two ways 9naided recall 5 a research techni,ue that asks how much of an ad a person remembers during a specific period of time Aided recall 5 a research techni,ue that uses clues to prompt answers from people about ads they might have seen

T$E 7 Ms OF AD%E!TISING 3IT$ !ES+E(T TO T$E DOOD !"MP"#$%

DOOD

MISSION: A survey among >,??,??? households in >@@$ showed that there was a decrease inthe direct consumption of milk because of the following reasons" >. ilk took a backseat when compared to soft drinks when it came to teenagers. A. Adults believed that milk was essential for growing children but not for them. Thus the mission of the ad agency was to make aware the consumers about the benefits of milk for youngsters as well as elederly pople. Their mission was to create a communication plan that milk was not a 2boring conservative drink3 but a 2youthful, exciting and nutritional, exciting energy drink3 MESSAGE The writers hit upon the idea of using 'indi word for ilk i.e. Bdoodh doodhC in the form of a musical note. This musical note was in the form of Bsa5re5ga5maC which was remembered by the consumers a lot and was also top of mind when they were asked to comment on milk. 'he commercial as well as the print ad showed not only kids and youngsters but also elderly and old people whereby it targeted all age groups giving the benefits of milk as well. MEDIA: Television was chosen as the primary media because of its popularity and the fact that an audio visual medium lends itself to demonstration of <high energy, <fun and <youthfulness more vividly. The print medium was also used as reinforcement message deliver backing the TD commercials.

The first round had concentrated on channels such as 22>, 22A and the star plus. /or every spot that they bought, there were four spots given as a bonus to be aired on the same programme. This made the commercial highly visible in terms of fre,uency as well as the reach.

MEAS !EMENT: Any effort to bring about an attitudinal change takes time. A measure of effectiveness of the communication was that the ' commercial was voted by viewers of !ndia,s one of the best commercials aired. The communication has definitely made the youngsters make sing the song <doodh doodh, in addition to the cola songs. Eualitative research showed that there was a tremendous popularity of the commercial across all the age categories. Fids in the age group of >?5>A were not very resistant in their attitudes towards drinking milk. others took advantage of the commercial among the children to make them consume milk. There was a rapid increase in consumption of milk across all age groups. The consumption of milk in >@@$ was >@G gmHper day which has gone up to A$? gmHper day in >@@G. T$E 7 Ms OF AD%E!TISING 3IT$ !ES+E(T TO T$E S&%D'OP !"MP"#$% MISSION: (ales goals" *eadership in the edible refined oil segment Advertising Goa0s: (ommuni/ation tas>. +osition (undrop as the healthy oil for healthy people A. 4nsure that this did not erode the delivery of the taste benefit. I. )ositioning had to be perceptually as far away from (affola. J. ;oung, modern and premium feel $. 4#ecution had to be distinct and original to stand out from the clutter MONEY: o (tage in )*%" Introductory, therefore relatively large e#penditure o arket share" new product o %ompetitors" (affola 6(afflower oil7 also used the health platform but was associated with heart patients and less taste /lora and (unola 6(unflower oils7 MESSAGE:

'ealth was chosen as the platform, along with a supporting claim for taste. )eople who were healthy and energetic were concerned about the long5term prospects of their health. Thus <'ealth &as related to maintenance of good health &as applicable to all members of the family &as characterized by lively energetic people Thus the message and 6positioning7" ?The $ea0thy Oi0 for $ea0thy +eo)0e MEDIA: )rimary media" Television ad I? seconds. )rint ad MEAS !EMENT: &ithin K months, (undrop became the largest selling refined sunflower oil. .edefined the category and e#panded the (unflower oil segment from A.L>M to AIM in K months, and JAM in >@@L (till the largest selling sunflower oil brand holds >$M of branded oil market. The ad was shown for over >? years as the main theme film.