Marketing Management, Millenium Edition - epiheirimatikotita.gr

Developing and Managing the Advertising Campaign 281provided people with the pollen count in their area. People who called the numbermore than once received free product samples, coupons, and materials describingthe product’s benefits. These people also received a newsletter with advice aboutcoping with allergies. 13Savvy firms know that IMC produces stronger message consistency and greatersales impact; it also gives someone responsibility to unify the company’s various brandimages and messages. Properly implemented, IMC will improve the company’s abilityto reach the right customers with the right messages at the right time and in the rightplace. 14DEVELOPING AND MANAGING THEADVERTISING CAMPAIGNAdvertising is any paid form of nonpersonal presentation and promotion of ideas,goods, or services by an identified sponsor. 15 Advertisers include not only businessfirms but also museums, charitable organizations, and government agencies thatdirect messages to target publics. Ads are a cost-effective way to disseminate messages,whether to build brand preference for Intel computer chips or to educate peopleabout the dangers of drugs.In developing an advertising program, successful firms start by identifying thetarget market and buyer motives. Then they can make five critical decisions, known asthe five Ms: Mission: What are the advertising objectives? Money: How much can bespent? Message: What message should be sent? Media: What media should be used?Measurement: How should the results be evaluated? These decisions are summarized inFigure 5-8 and described in the following sections.Figure 5-8The Five Ms of Advertising