Professional Documents
Culture Documents
1. What is Advertising ?
2. Characteristics of Advertising
3. Five M of Advertising
4. Role of Advertising
5. Functions of Advertising
6. Methods of Classification
7. Types of Advertising
What is Advertising?
According to AMA –
“It is any paid form of non – personal
presentation and promotion of ideas,
goods, services by an identified sponsor.”
ADVERTISING is a paid form of
communicating a message by the use of
various media. It is persuasive,
informative, and designed to influence
purchasing behavior or thought patterns.
A series of related
advertisements focusing
on a common theme, slogan,
and set of advertising appeals.
5
The 5 Ms of Advertising
• Mission – objectives
• Money – budgets
• Message – communication
• Media – what vehicles?
• Measurement - evaluation
Major Decisions in Advertising
Objectives
Objectives Setting
Setting
Budget
Budget Decisions
Decisions
Message
Message Decisions
Decisions Media
Media Decisions
Decisions
Campaign
Campaign Evaluation
Evaluation
Role of Advertising
Newspapers
Newspapers
Magazines
Magazines
Radio
Radio
Television
Television
Outdoor
Outdoor Media
Media
Internet
Internet
Alternative
Alternative Media
Media
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