The next ‘M’ to be considered while making an Advertisement Program is the Media through which to communicate the Message generated during the previous stage. The steps to be considered are: MEASUREMENT Fifth M of Advertising Evaluating the effectiveness of…

This M deals with deciding on the Advertising Budget The advertising budget can be allocated based on: Departments or product groups The calendar

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.

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…

These involve low involvement products whereby individuals exhibit an emotional approach and follow a Do – Feel – Learn pattern. Products are to be purchased for self-gratification.

Advertising strategies change with the change in stages of a product life. i.e. PLC This article focuses on changes in way of advertising  when PLC stages changes.

This pertains to purchase of products like food, etc , where rational approach is followed and buyer follows a Do – Learn – Feel pattern

Here decisions are with regard to high involvement items where emotional approach is involved. People therefore follow a Feel – Learn – Do pattern in case of purchase.

High level of decision is required to be made as decision is with regard to purchase of high value items like house, cars, etc.Thus in this case, people generally follow a pattern of learn- feel- do. Thus advertising must focus…

“FCB grid,” is suggested by Dave Berger and Richard Vaughn. This model combines high and low involvement, and left and right brain specialization. It shows a visually coherent matrix which has four quadrants with two factors—high and low involvement, and…