1. IMC - Prof. Rajesh Satpathy

2. 5 M’s of Advertising…
Organizations/ Firms 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 agency.
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.

3. 5 M’s of Advertising…
In developing a advertising program, marketing managers must
always start by identifying the target market and the buyer’s
motives. Then they can make the five major decisions in
developing an advertising program, known as the Five M’s…
>> 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/ effectiveness is
evaluated?

4. The 5Ms of Advertising
Checklist for planning of a Marketing or Advertising campaign…
Mission
 What are the objectives?
 What is the key objective?
Money
 How much is it worth to reach my objectives?
 How much can be spent?
Message
 What message should be sent?
 Is the message clear and easily understood?
Media
 What media vehicles are available?
 What media vehicles should be used?
Measurement
 How should the results be measured?
 How should the results be evaluated and followed up?

5. 5 M’s of Advertising…
MISSION
Sales goals
Advertising objectives
MONEY
Stage in PLC
Market Share and Consumer Base
Competition and Clutter or Confusion
Advertising frequency
Product substitutability or New to the World product

6. 5 M’s of Advertising…
MESSAGE
Message generation
Message evaluation and selection
Message execution
MEDIA
Reach, Frequency and impact
Major media types
Specific media vehicles
Media timing
Geographical media allocation for International campaign

7. 5 M’s of Advertising…
MEASUREMENT
Communication impact
Sales impact

8. Mission or Setting the Advertising Objectives
Advertising Objectives can be classified as to whether their aim is:
To inform: This aim of Advertising is true during the pioneering stage of
a product category, where the objective is building a primary demand.
These may include…
1. Telling the market about a new product
2. Suggesting new uses for a product
3. Informing the market of a price change
4. Informing how the product works
5. Describing available services
6. Correcting false impressions
7. Reducing buyers’ fears
8. Building a company image

10. Mission or Setting the Advertising Objectives
To persuade: Most advertisements are made with the aim of
persuasion. Such advertisements aim at building brand.
To remind: Such advertisements are highly effective in the
maturity stage of the product. The aim is to keep the consumer
thinking about the product.

12. Print Ad for ?????

13. Print Ad for Cycle Brand Agarbatti

14. MONEY
This M deals with deciding on the Advertising Budget
The advertising budget can be allocated based on:
• Departments or product groups
• The calendar
• Media used
• Specific geographic market areas

15. MONEY
There are five specific factors to be considered when setting the
Advertising budget…
Stage in PLC: New products typically receive large advertising
budgets to build awareness and to gain consumer trial.
Established brands are usually supported with lower advertising
budgets as a ratio to sales.
Market Share and Consumer base: High-market-share brands
usually require less advertising expenditure as a percentage of
sales to maintain their share. To build share by increasing market
size requires larger advertising expenditures.

16. MONEY
Competition and clutter: 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.
Advertising frequency: The number of repetitions needed to put
across the brands message to consumers has an important impact
on the advertising budget.
Product substitutability: Brands in the commodity class (example
Health Drinks, Soft Drinks and tooth paste) require heavy
advertising to establish a different image. Advertising is also
important when a brand can offer unique physical benefits or
features.

18. MESSAGE GENERATION
Message generation can be done in the following ways:
Inductive: This can be done by talking to consumers, dealers,
experts and competitors. Consumers are the major source of good
ideas. Their feeling about the product, its strengths, and
weaknesses gives enough information that could aid the Message
generation process…
Deductive: John C. Meloney proposed a framework for generating
Advertising Messages. According to him, a buyer expects four
types of rewards from a product:
1. Rational
2. Sensory
3. Social
4. Ego Satisfaction.

19. MESSAGE GENERATION
Message generation can be done in the following ways:
Inductive: This can be done by talking to consumers, dealers,
experts and competitors. Consumers are the major source of good
ideas. Their feeling about the product, its strengths, and
weaknesses gives enough information that could aid the Message
generation process…
Deductive: John C. Meloney proposed a framework for generating
Advertising Messages. According to him, a buyer expects four
types of rewards from a product:
1. Rational
2. Sensory
3. Social
4. Ego Satisfaction.

20. MESSAGE GENERATION
Buyers might visualize these rewards from…
1. Results-of-use Experience
2. Product-in-use Experience
3. Incidental-to-use Experience
The Matrix formed by the intersection of these four types of
rewards and the three types of experiences follows…

21. MESSAGE GENERATION
Experience/
Rewards
POTENTIAL TYPE OF REWARD (Sample Messages)
Rational Sensory Social Ego Satisfaction
Result-of-
Use
Experience
1.Gets Clothes
Cleaner
Surf Excel
Matic
2.Settles
Stomach upset
completely
Eno
3. When you
care enough to
serve the best
Qatar Airways
4. For the skin
you deserve to
have
Vaseline
Product-in-
Use
Experience
5. The flour
that needs no
sifting
Aashirbad
6. Real delight
in a great light
Red Bull
7. A deodorant
to guarantee
social
acceptance
Nivia
8. The store for
young executive
WLS
Incidental-
to-Use
Experience
9. The Tetra
pack keeps
the Juice/ Milk
fresh
Real Fruit
Juice
10. The
television that’s
lighter in
weight, easier
to lift
LED TV by Sony
11. The furniture
that identifies
the home of
modern people
Godrej Interio
--

22. Result-of-Use
Experience
Surf Excel Matic

23. Product-in-Use Experience
Aashirvaad MultiGrain Atta

24. Incidental-to-Use Experience- Dabur Real Activ

25. Thank You!