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5 M's of Advertising : The Objectives of Advertisements

5 m's of advertising :The objectives of advertisements

Advertising

We are surrounded by hundreds of advertisements, from our smartphones to the billboards. Sometimes we interact with them sometimes we don't, sometimes we glad that we saw it and sometimes it's just annoying. But the ultimate purpose of any advertisement is one which is grabing your attention. 

But, the real fact is in today's world we are surrounded by so much ads that our brain automatically created a filter to skip the ads, hence it becomes costlier for an advertiser to grab someone's attention to promote any product or service.

One of the major reason in losing attention from ads is the lack of quality in advertisements. The best ads not only are creative but they also sells. The purpose of a advertisement is not just to state the fact about a product but to sell a solution or a dream.

Hence, today I will share you 5 m's of advertising which will help you to make a better decision for developing your advertisements.

5 m's of advertising

  • Mission of Advertising
  • Message of Advertising
  • Media of Advertising
  • Money for Advertising
  • Measuring & Evaluating Advertising

Mission of Advertising

The mission of any advertisement can be inform, persuade, remind or reinforce a purchasing decision. May be you have new product and you want to inform about it or may be you want to remind about existing brand to the people or anybody just purchased a product and you want to reassure the purchaser and reinforce the decision.

Message of Advertising

The message must communicate the brand value in the form of words and pictures.

Any advertising message should be tested using these 5 set of questions:
  • What is the main message you will get from this ad?
  • What advertiser wants to know believe, know or do?
  • How likely is the ad will influence you to take the action?
  • What works well and what not in this ad?
  • How does the ad makes you feel?
  • Where is the best place you can reach with this message?

Media of Advertising

Media must be chosen in such a way that not only it should meet the target audience but also it should be cost-effective as well. Besides the classic media of newspapers, magazines, radio, television, and billboards there are plenty of newmedia including email, social media, and search engine ads.

Nowadays, media selection is becoming a major challenge.

Suppose, you want your campaign to deliver atleast one expose to 50% of your target audience of 1,000,000 people which is 5,00,000. But you want the average person to notice your ads 3 times during the campaign that is 15,00,000 exposure. But it might take 6 exposures for the average person to notice your ads 3 times. Thus you need 30,00,000 exposures.
And suppose you want to use a high-impact media vehicle costing 20rs per 1000 exposure. Then the campaign should cost (20*30,00,000/1000) 60,000rs.

Hence there are trade-off  among reach, frequency and impact.

Money for Advertising

The Ads budget is decided on the basis of reach, frequency, impact, ad production and other costs. Agencies claim that their campaign will increase the companies sales hence advertiser pay advertising agencies on a pay-for-performance basis.
So,
  • The advertiser pays 18% commission if sales increase.
  • A normal 15% commission if sales remains the same.
  • And 13% with a warning if sales have fallen.

Measurement and Evaluating Advertising

Any ad campaign require two things premeasurement and post measurement. Inpremeasurement Ad mockups can be used for testing communication effectiveness using recall, recognition or persuation measures. Inpostmeasurement we strive to calculate the communication and sales impact of the ad campaign.
Well it's a bit difficult to explain but let me tell you with an example.

Let suppose Coca-cola spent 70,000rs for a picture of coke bottle on the backpage of a magazine inorder to influence purchase. If 35rs a bottle and 10rs profit per bottle then coca-cola would have to sell 7000 additional bottles to cover 70,000rs which is the cost of ad.

In the end you have to calculate the results and outcomes of each ads and according to that you need to make decision and move money into the medium which produces the best results.

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