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The Five Ms Of Advertising

The organizations 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 ageny. A large company will often set up its own advertising department or elsehire an ad agency to do the job of preparing advertising programmes.

In developing a program, marketing managers must always start by identifying

the target market and the buyers motives. Then they can make the five major decisionsin developing an advertising program, known as the five Ms, viz.

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 is evaluated?

The above mentioned can be explained by the diagram given below

The 5Ms of AdvertisingChecklist 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?

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MISSION

Sales goals

Advertising objectives

MONEY

Stage in PLC

Market Share and Consumer Base

Competition and Clutter

Advertising frequency

Product substitutability

MESSAGE

Message generation

Message evaluation & selection

Message execution

MEDIA

Reach, Frequency & impact

Major media types

Specific media vehicles

Media timing

Geographical media allocation

MEASUREMENT

Communication impact

Sales impact

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1. MISSION OR SETTING THE ADVERTISING OBJECTIVES

Advertising Objectives can be classified as to whether their aim is:

To inform: This aim of Advertising is generally true during the pioneering stage of aproduct category, where the objective is building a primary demand.

This may include:

Telling the market about a new product

Suggesting new uses for a product

Informing the market of a price change

Informing how the product works

Describing available services

Correcting false impressions

Reducing buyers fears

Building a company image

To persuade: Most advertisements are made with the aim of persuasion. Such

advertisements aim at building selective 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.

2. 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

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.

Additionally, on a cost-per-impressions basis, it is less expensive to reach

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consumers of a widely used brand them to reach consumers of low-share brands.

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. Even simple clutter from advertisements not directly

competitive to the brand creates the need for heavier advertising. 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 cigarettes,

beer, soft drinks) require heavy advertising to establish a different image.Advertising is also important when a brand can offer unique physical benefits or

features.

3. MESSAGE GENERATION

Message generation can be done in the following ways:

Inductive: 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:

Rational

Sensory

Social

Ego Satisfaction.

Buyers might visualize these rewards from:

Results-of-use Experience

Product-in-use Experience

Incidental-to-use Experience

The Matrix formed by the intersection of these four types of rewards and the three types

of experiences is given below.

POTENTIAL TYPE OF REWARD (Sample Messages)

Rational Sensory Social Ego SatisfactionResult-of-Use

Experience

1. Gets Clothes

Cleaner

2. Settles Stomach

upset completely

3. When you care

enough to serve thebest

4. For the skin yo

deserve to have

Product-in-Use

Experience

5. The flour thatneeds no sifting

6. Real gusto in agreat light beer

7. A deodorant toguarantee social

acceptance

8. The store foyoung executive

Incidental-to- 9. The plastic 10. The portable 11. The furniture 12. Stereo for th

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Use

Experience

pack keeps the

cigarette fresh

television thats

lighter in weight,easier to lift

that identifies the

home of modernpeople

man wit

discriminating taste

Message evaluation and selection

The advertiser needs to eval uate the alternative messages. A good ad normally

focuses on one core selling proposition.

Messages can be rated on desirability, exclusiveness and believability. The messagemust first say something desirable or interesting about the product.

The message must also say something exclusive or distinct that does not apply toevery brand in the product category. Above all, the message must be believable or

provable.

Message execution.

The messages impact depends not only upon what is said but also on how it is said.

Some ads aim forrational positioningand others foremotional positioning.

While executing a message the style, tone, words, and format for executing the message

should be kept in mind.

STYLE. Any message can be presented in any of the following different execution styles,or a combination of them:

Slice of life:Shows one or more persons using the product in a normal setting.Coke 1litre ad, showed a family enjoying Coke, with a game of antakshari when

there is a power failure.

Lifestyle:Emphasizes how a product fits in with a lifestyle.

Asmi and Platinum ads, that focus on lifestyle of persons using their products.

Fantasy:Creates a fantasy around the product or its use.

VIP Frenchie ads, showing a woman thinking of the Frenchie man saving herfrom a villain.

Mood or image: Evokes a mood or image around the product, such as beauty,

love, or serenity. No claim is made about the product except through suggestion.

Kingfisher Beer ads, saying the King of Good Times.

Musical: Uses background music or shows one or more persons or cartoon

characters singing a song involving the product.

Nescafe, Bacardi usually use Music as the main theme of communication

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Personality symbol:Creates a character that personifies the product. The character

might be animated

Ronald McDonald for McDonalds

Technical expertise: Shows the companys expertise, experience, and pride in

making the product.

GE and Skoda ads

Scientific evidence: Presents survey or scientific evidence that the brand is

preferred over or outperforms other brands. This style is common in the over-

the-counter drug category.

DuraCell Ads, claiming the battery lasts 6 times longer than ordinary batteries

Testimonial evidence: This features a highly credible, likable, or expert source

endorsing the product. It could be a celebrity or ordinary people saying howmuch they like the product.

In ads for Sunsilk, they had hair expert Coleen, endorsing the product.

TONE: The communicator must also choose an appropriate tone for the ad.

Procter & Gamble is consistently positive in its toneits ads say something

superlatively positive about the product, and humor is almost always avoided so asnot to take mention away from the message. Other companies use emotions to set the

toneparticularly film, telephone, and insurance companies, which stress human

connections and milestones.

Words: Memorable and attention-getting words must be found. The following themeslisted on the left would have had much less impact without the creative phrasing on

the right:

Theme Creative Copy

You wont have to stay at home becauseof bad hair

Get Out, Get Going

Format: Format elements such as ad size, color, and illustration will make a

difference in an ads impact as well as its cost. A minor rearrangement of mechanical

elements within the ad can improve its attention-getting power. Larger-size ads gainmore attention, though not necessarily by as much as their difference in cost. Fou r-

colour illustrations instead of black and white increase ad effectiveness and ad cost. By

planning the relative dominance of different elements of the ad, optimal delivery can

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be achieved.

4. MEDIA

The next M to be considered while making an Advertisement Program is the Mediathrough which to communicate the Message generated during the previous stage. The

steps to be considered are:

5.MEASUREMENT

Evaluating the effectiveness of the Advertisement Program is very important as it helps

prevent further wastage of money and helps make corrections that are important for

further advertisement campaigns. Researching the effectiveness of the advertisement isthe most used method of evaluating the effectiveness of the Advertisement Program.

Research can be in the form of:

Communication-Effect Research

Sales-Effect Research

There are two ways of measuring advertising effectives. They are:

Pre-testing

It is the assessment of an advertisement for its effectiveness before it is actually used. It is

done through

Concept testing how well the concept of the advertisement is. This is be done by

taking expert opinion on the concept of the ad.

Test commercials - test trial of the advertisement to the sample of people

Finished testing

Step I

Step II

Step III

Step IV

Step V

Deciding reach,

frequency and

impact

Choosing

among majormedia types

Selecting

specific mediavehicles

Deciding onmedia timing

Deciding on

Geographic

media allocation

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Post-testing

It is the assessment of an advertisements effectiveness after it has been used. It is done intwo ways

Unaided recall - a research technique that asks how much of an ad a person

remembers during a specific period of time

Aided recall - a research technique that uses clues to prompt answers from people

about ads they might have seen

THE 5 Ms OF ADVERTISING WITH RESPECT TO THEDOODH DOODH

CAMPAIGN

MISSION:

A survey among 1,00,000 households in 1995 showed that there was a decrease

inthe direct consumption of milk because of the following reasons:1. Milk took a backseat when compared to soft drinks when it came to

teenagers.

2. Adults believed that milk was essential for growing children but not forthem.

Thus the mission of the ad agency was to make aware the consumers about the

benefits ofmilk for youngsters as well as elederly pople. Their mission was to create acommunication plan that milk was not a boring conservative drink but a youthful,

exciting and nutritional, exciting energy drink

MESSAGE

The writers hit upon the idea of using Hindi word for Milk i.e. doodh doodh in

the form of a musical note. This musical note was in the form of sa-re-ga-ma which

was remembered by the consumers a lot and was also top of mind when they wereasked to comment on milk. The commercial as well as the print ad showed not only

kids and youngsters but also elderly and old people whereby it targeted all age

groups giving the benefits of milk as well.

MEDIA:

Television was chosen as the primary media because of its popularity and the factthat an audio visual medium lends itself to demonstration of high energy, fun

and youthfulness more vividly.

The print medium was also used as reinforcement message deliver backing the TVcommercials.

The first round had concentrated on channels such as DD1, DD2 and the star plus.

For every spot that they bought, there were four spots given as a bonus to be aired

on the same programme. This made the commercial highly visible in terms of

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frequency as well as the reach.

MEASUREMENT:

Any effort to bring about an attitudinal change takes time. A measure of effectivenessof the communication was that the TV commercial wasvoted by viewers of Indias

one of the best commercials aired. The communication has definitely made the

youngsters make sing the song doodh doodh, in addition to the cola songs.Qualitative research showed that there was a tremendous popularity of the

commercial across all the age categories. Kids in the age group of 10-12 were not

very resistant in their attitudes towards drinking milk. Mothers took advantage of thecommercial among the children to make them consume milk. There was a rapid

increase in consumption of milk across all age groups. The consumption of milk in

1995 was 198 gm/per day which has gone up to 250 gm/per day in 1998.

THE 5 Ms OF ADVERTISING WITH RESPECT TO THE SUNDROP

CAMPAIGN

MISSION:

Sales goals: Leadership in the edible refined oil segment

Advertising Goals:

Communication task

1. Position Sundrop as the healthy oil for healthy people

2. Ensure that this did not erode the delivery of the taste benefit.3. Positioning had to be perceptually as far away from Saffola.4. Young, modern and premium feel

5. Execution had to be distinct and original to stand out from the clutter

MONEY:

o Stage in PLC: Introductory, therefore relatively large expenditure

o Market share: new product

o Competitors:

Saffola (Safflower oil) also used the health platform but was associated

with heart patients and less tasteFlora and Sunola (Sunflower oils)

MESSAGE:

Health was chosen as the platform, along with a supporting claim for taste. People who

were healthy and energetic were concerned about the long-term prospects of their health.Thus Health

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Was related to maintenance of good health Was applicable to all members of the family Was characterized by lively energetic people Thus the message and (positioning): The Healthy Oil for Healthy People

MEDIA:

Primary media: Television ad 30 seconds.

Print ad

MEASUREMENT:

Within 6 months, Sundrop became the largest selling refined sunflower oil. Redefined the category and expanded the Sunflower oil segment from 2.71% to

23% in 6 months, and 42% in 1997 Still the largest selling sunflower oil brand holds 15% of branded oil market. The ad was shown for over 10 years as the main theme film.