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 ObjectivesInformative 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 PatternContinuity

Concentration

Flighting

pulsing

MeasurementCommunication impact Consumer feedback method Portfolio test Laboratory test

Sales impact