1. Marketing
Advertising

2. Definition of advertising
• Any paid form of non personal presentation and promotion of
ideas, goods and services through mass media such as
news paper, magazines, television or radio by an identified
sponsors.
(Kotler).
• Advertising is mass, paid for communication which is used to
transmit information, develop attitudes and include some
form of response from the audience

3. Characteristics of advertising
• Non personal form of communication aimed at a target
audience.
• Used by commercial and by not for profit organization.
• Advertising is paid for.
• Most advertising is concerned ultimately with selling.
• It is the major element in the promotional mix.

4. Developing and managing an
advertisement program
The five critical decisions, known as the five
Ms:
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•
•
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Mission: What are the advertising objectives?
Money: How much can be spent?
Message: What message should be sent?
Media: What media should be used?
Measurement: How should the results be
evaluated?

5. The five Ms of advertising

6. Objectives
• An advertising objective is a specific
communication task to be achieved with a specific
target audience during a specific period of time.
• Like all objectives they should be SMART.
• Advertising objectives at different stages in
Hierarchy of Effects
 Informative Advertising.
 Persuasive Advertising.
 Reminder Advertising.
 Reinforcement Advertising.

7. Deciding on the Advertising Budget
Five factors to consider when setting the advertising
budget:
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Stage in the product life cycle
Market share and consumer base
Competition and clutter
Advertising frequency
Product substitutability

8. Message
Choosing the
advertising message
involves four step
Message
generation
Message
evaluation
and selection
Message
evaluation
Social
responsibility
review

9. Advertising Media
Developing Media strategies are
deciding on:
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•
•
•
•
Reach, Frequency and Impact.
Choosing among major media types.
Selecting specific media vehicles.
Deciding on media timing.
Deciding on geographical media allocation.

10. Measurement
Evaluating Advertisement Effectiveness
• Communication-Effect Research.
• Copy Testing.
• Consumer Feedback Method.
• Sales Effect Research.
Share of
expenditures.
Share of
voice.
Share of mind
and heart.
Share of
market.