Introduction To Advertising

Topic – Discuss the 5 M’s of Advertising

SLE Group – A1

Name – Mohnish Agrawal

Class – SYBAMMC
Roll Number – 02
 Introduction

5 M’s of advertising includes Mission, Money, Message, Media, and Measurement.

These five m’s of advertising serve different purposes like Mission is associated with
advertising objectives, Money talks about Advertising Budget, Message refers to the
advertising message, Media includes selection/ scheduling of different media
channels, and last one- Measurement is related to MEAE i.e., measuring and
evaluating advertising effectiveness.
Advertising is one of the essential parts of a company’s life. Multiple organizations
use a wide variety of ways to handle their advertising to optimize their market share
and consumer base in a profitable manner.
For instance, small forms include executive or office managers who are part of the
accounts departments or work with an advertising agency to handle their advertising
jobs.
In other higher stature firms, they have separate departments attributed just to
advertising or marketing with a separate team of professionals. Some companies are
big enough to hire advertising agencies to promote their brand, products, and
services.
To begin with a particular advertising campaign, the executive must start by penning
down the market that is to be targeted and the customer’s intentions.
The effectiveness of the advertisement is related to the adept use of these 5 M’s of
advertising in a manner that market share and consumer base along with
conversions and sales are optimized.
 1. Mission

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 a product category, where the objective is building a primary demand. This
may include:
o Telling the market about a new product
o Suggesting new uses for a product
o Informing the market for a price change
o Informing how the product works
o Describing available services
o Correcting false impressions
o Reducing buyers’ fears
o Building a company image

 To persuade: Most advertisements are made with the aim of persuasion. Such
advertisements aim at building a 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 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

brand’s 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
Message generation can be done in the following ways:
 Inductive: By talking to consumers, dealers, experts and competitors.
Consumers are a 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. Maloney proposed a framework for generating Advertising

Messages. According to him, a buyer expects four types of rewards from a
product:
o Rational
o Sensory
o Social
o 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.
Message evaluation and selection
Before deciding about the final message to be sent, a good advertiser always
evaluates the various alternative messages. Often a good advertising campaign
always focuses on the at least one core selling proposition of the
organization/product or services.
The advertising message can be rated on its desirability, exclusiveness and
believability. The message must and always first say something desirable or
interesting about the product or services.
And the message must also say something exclusive or distinct that does not apply to
every brand in the product category. Above all, the message must be believable or
provable.

Message execution
The impact of a message depends not only upon what is said but also on how it is
said. Some advertisement aims for rational positioning and others for emotional
positioning. While executing a message the style, tone, words, and format for
executing the message must be kept in mind.
 4. Media

The next ‘M’ to be considered while making an Advertisement Program is the Media
through which the advertising message is communicated for the prospects.
Following are the steps which generally considered at the time of deciding and
choosing the advertising media or the media vehicle to transfer the advertising
message.
 Step I: Deciding on the reach, frequency and impact of the media
 Step II: Choosing measure media vehicles among available media
 Step III: Selecting specific media vehicle within consideration of all supporting
factors.
 Step IV: Deciding on the timing of the media vehicle.
 Step V: Deciding on the geographical allocation of the media vehicle
 5. Measurement
The evaluation of the effectiveness of the advertising campaign or advertising
program is very important as it always helps in preventing the further wastage of
money and help in making necessary correction that are significant and vital for the
further advertising program.
Researching the effectiveness of the advertisement is the 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.

o Concept testing: how well the concept of the advertisement is. This is
being done by taking an expert opinion on the concept of the ad.

o Test commercials: test trial of the advertisement to the sample of

people

o Finished testing

 Post-testing: It is the assessment of an advertisement’s effectiveness after it

has been used. It is done in two ways:

o Unaided recall: a research technique that asks how much of an ad a

person remembers during a specific period of time

o Aided recall: a research technique that uses clues to prompt answers

from people about ads they might have seen
5 M’s of Advertising with respect to Zomato’s digital campaign
“#Zomatoloot”

Zomato’s latest marketing strategy has created a loud buzz on the internet. Its latest digital
campaign, #zomatoloot gives an opportunity to all the users, who are tired of hearing
‘creamy pasta’ and ‘butter chicken’ in the Un skippable YouTube ads, to make ads they
actually would like to see.
Although Zomato is a food delivery brand, it is immensely popular for its relatable witty
one-liners and cool marketing campaigns. Another thing Zomato is famous for is for the
YouTube ads that flash before each video.
Consumers were tired of listening to the same ad on all the YouTube videos and have
bombarded Zomato’s social media accounts with criticism.
Zomato turned over the consumer criticism and converted it into an excellent marketing
strategy.

Mission: Turn criticism into a fun contest and gain PR points

Advertising Goals &Communication task:

o Position Zomato as a company that listens to its customers
o Ensure that this provides a fun creative space for everyone
o Positioning had to be perceptually more advanced than any other food-
tech company
o Incentive based contest; in return get a fun new advertisement for
television

Money:
o Winner gets Rs. 25 Lakhs
o 2nd,3rd and 4th place gets monetary rewards as well
o Advertising: Basic Instagram posts, stories and Twitter tweets
Message: After consumers felt tired of watching Zomato’s YouTube and TV ads, a
few of them took to social media platforms to make fun of the brand for its Butter
Chicken ad. However, Zomato is taking this criticism in its stride and has come up
with a rather smart idea that will not only help it come up with some fun campaign
ideas, it will also help it win brownie points with its consumers.

o Was related to moving over the monotony of advertisements and

creating new fun ones
o Was applicable to all consumers
o Was characterized by creative people

Media: Primary media: Instagram posts and stories; Twitter

Measurement:
o Within 1 month, Zomato received hundreds of entries and hence,
increased their followers drastically
o It is Zomato’s honest and witty communication that has helped it see
steady growth now as par to pre-COVID levels.
o The overall sector clocked ~85%+ of pre-COVID GMV (Gross
Merchandise Value), up from ~75%+ the previous month.
o The contest blew away the criticism and made them win a lot of hearts.
o The winner’s ad is still shown on television and many streaming
platforms.