Advertising in Contemperory Society
ADVERTISING IN CONTEMPORARY SOCIETY
5 M’S OF ADVERTISEMENT
ADVERTISEMENT – MISSION - MESSAGE - MEDIA - MONEY - MEASURE
Advertising in the Indian economy (Chapter 1)
Advertisement in general is referred to as any paid nonpersonal presentation of a product or a service by an identifiable sponsor all advertisement campaigns are influenced by five major elements. These are popularly referred to as the 5 m’s of advertising.
1. Mission – The term mission refers to long term goal of any institution such a goal will provide the basic direction for the campaign. 2. Message – Every advertisement makes an attempt to convey specific information to the public. Such a message is conveyed through a visual content of an advertisement. All such messages effect the mission statement of the unit. 3. Media – Media is the common vehicle employed by the marketers to convey the message. A specific media or combination of the media can be chosen to ensure effective communication. 4. Money – Every unit has a marketing budget, which has a sub-budget in the form of advertising budget. Each campaign takes into account the provision made under the advertising budget. 5. Measure – This refers to the mechanism available for measuring the reach. An effectiveness of specific campaign. At present these are measured through special institutions and rating system adopted by the various media. The volume of sales is also one of the indicates which can be used to measure the impact of advertising.
TYPES OF ADVERTISING
On the basis of content – Advertisements in general can be classified under various categories as stated below:
1. Consumer advertising 2. Business to business advertising 3. Trade advertising 4. Retail advertising 5. Financial advertising (banks) 6. Direct response advertising
5 M’S OF ADVERTISEMENT
ADVERTISEMENT – MISSION - MESSAGE - MEDIA - MONEY - MEASURE
Advertising in the Indian economy (Chapter 1)
Advertisement in general is referred to as any paid nonpersonal presentation of a product or a service by an identifiable sponsor all advertisement campaigns are influenced by five major elements. These are popularly referred to as the 5 m’s of advertising.
1. Mission – The term mission refers to long term goal of any institution such a goal will provide the basic direction for the campaign. 2. Message – Every advertisement makes an attempt to convey specific information to the public. Such a message is conveyed through a visual content of an advertisement. All such messages effect the mission statement of the unit. 3. Media – Media is the common vehicle employed by the marketers to convey the message. A specific media or combination of the media can be chosen to ensure effective communication. 4. Money – Every unit has a marketing budget, which has a sub-budget in the form of advertising budget. Each campaign takes into account the provision made under the advertising budget. 5. Measure – This refers to the mechanism available for measuring the reach. An effectiveness of specific campaign. At present these are measured through special institutions and rating system adopted by the various media. The volume of sales is also one of the indicates which can be used to measure the impact of advertising.
TYPES OF ADVERTISING
On the basis of content – Advertisements in general can be classified under various categories as stated below:
1. Consumer advertising 2. Business to business advertising 3. Trade advertising 4. Retail advertising 5. Financial advertising (banks) 6. Direct response advertising