PROMOTION DEFINITION OF ADVERTISEMENT WHY ADVERTISEMENT? 5 Ms OF ADVERTISEMENT CONCLUSION

1. ”
“PRESENTATION ON:
MARKETING MANAGEMENT-II
TOPIC: ADVERTISEMENT

2. CONTENTS
 PROMOTION
 DEFINITION OF ADVERTISEMENT
 WHY ADVERTISEMENT?
 5 Ms OF ADVERTISEMENT
 CONCLUSION

3. PROMOTION
competitors
company
Target market

4. DEFINITION
“Advertising is any paid form of non
personal presentation and promotion of
ideas, goods or services by an identified
sponsor”
PHILIP KOTLER

5. WHY ADVERTISEMENT ?

8. 5 M’s of ADVERTISING
1.
MISSION
2.
MONEY
3.
MESSAGE
4.
MEDIA
5.
MEASUREMENT

9. MISSION
1.1 Sales goals
1

10. Mission Continued…
 1.2 Advertisingobjectives
INFORMATIVE
ADVERTISING
PERSUASIVE
ADVERTISING
REMINDER
ADVERTISING

11. EXAMPLE:
Advertising Objectives of Coca Cola company:
1. Primary objectives
 Profit Maximization
2. Secondary objectives
 Creating awareness of the company and its products- informative
 Encouraging a liking among company’s products over those of the
competitors-persuasive

12. MONEY
Factors to consider:
2.1 Stages in PLC:
2

13. Money (continued…)
2.2 Market share andconsumer base

14. Money (continued…)
2.3 Competition andClutter

15. Money (continued…)
2.4 Advertising frequency
X30 times

16. Money (continued…)
2.5 Product substitutability

17. 200 Million USD was
allocated in 2009 for
promoting domestic tourism

18. MESSAGE
3.1 Message generation
3

19. Message Continued…
3.2 Message evaluation and selection

20. Message Continued…
3.3 Message execution

21. message execution continued…
Following elements must deliver a cohesive image
and message1) Personality
symbol

22. 2) Musical

23. 3) Words

24. 4)
slogans

25. Message Continued…
3.4 Social-responsibility review

26. Media
4.1 Reach, frequency, impact4.1 Reach, frequency, impact
4

27. Media Continued…
4.2 choosing Major media types
Target Audience- radio &
T.V
Product- Paints-mgazines
Message-sale-newspapers

28. Media Continued…
PROFILES OF MAJOR MEDIA TYPES
1.Print
Media
a.Newspaper
s
b.Magazines
c. Journals
d.Periodicals
e. Brochures

29. 2.
Electronic
Media
a.T.V.
b.Internet
c.Films

30. 3. Broadcast
Media
a.Radio

31. 4. Outdoor
Media
a.Poster
b.Hoardings
c.Neo signs
d.Electronic
display
e.Sky

32. 4. Transit
Media
a.Railway
s
b.Buses
c.Autos
d.Subways

33. 5. Others
Media
a.Windows
display
b.POP
c.Exhibiti
ons

34. 6. Direct
Mail
a.Circulars
b.Price lists
c.Catalogue
s

35. Media Continued…
4.3 Specific media vehicles
4.4 Media timing
4.5 Geographical media allocation

36. MEASUREMENT
COMMUNICATION IMPACT
SALES IMPACT
5

37. CONCLUSION
Stopping advertisement to
save money is like stopping your
watch to save time.

38. THANK YOU!!!