The 6 M’s of Advertising

Within the framework of advertisements the following should be kept in mind:
Understanding the Objective(s) of the advertisement (MISSION)
Defining the Target Audience (MARKET)
Understanding the Budget (MONEY)
• Understanding the Message (MESSAGE)
• The Media used for putting the advertisement (MEDIA)
• Seeing whether the advertisement was Effective (MEASUREMENT)

  1. The Mission statement would refer to the Aim of your advertisement. Is to improve sales, is to launch a new product, it for recall, is it for some short term offers, is it to gain attention, etc.
  2. The Market analysis would incorporate the type of buyer you want to sell the product to. For a cosmetic company it is but natural they would show women and not men in their advertisement. For Horlicks they would show children having the product.
  3. Money is the amount of budget constraint that the advertiser has in allocating the money between different medias and the expenditure to be incurred. For example, Procter & Gamble may allocate Rs. 2 crore for the advertisement of Tide detergent spread over one year.
  4. What to say, how to say, who will say it and what type of appeals to be given in the message is what Message formulation is all about. Shahrukh Khan being the spokesperson for Hyundai Santro, the colors used in the car, the movements of the car and what the person should remember the car as are few of the elements to be kept in mind.
  5. Star Plus, Zee TV, Star Movies, Times of India, Radio Mirchi, etc, are few of the choices where you could think of putting your advertisement. The people watching those media are very crucial to the success of your advertisement being seen by your target audience.
  6. You have spent Rs. 5 crore on your advertisement but do you think that your sales have improved or do you think the people have seen the advertisement? Measurement is precisely the way in which see as to whether your advertisement has been effective or not.

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