Marketing_Management_14th_Edition-min

504 PART 7 COMMUNICATING VALUE
Developing and Managing
an Advertising Program
Advertising can be a cost-effective way to disseminate messages, whether to build a brand preference
or to educate people. Even in today’s challenging media environment, good ads can pay off.
P&G has also enjoyed double-digit sales gains in recent years from ads touting the efficacy of Olay
Definity antiaging skin products and Head & Shoulders Intensive Treatment shampoo. 3
In developing an advertising program, marketing managers must always start by identifying the
target market and buyer motives. Then they can make the five major decisions, known as “the five
Ms”: Mission: What are our advertising objectives? Money: How much can we spend and how do we
allocate our spending across media types? Message: What message should we send? Media: What
media should we use? Measurement: How should we evaluate the results? These decisions are
summarized in Figure 18.1 and described in the following sections.
Setting the Objectives
The advertising objectives must flow from prior decisions on target market, brand positioning, and
the marketing program.
An advertising objective (or goal) is a specific communications task and achievement level to
be accomplished with a specific audience in a specific period of time: 4
To increase among 30 million homemakers who own automatic washers the number who
identify brand X as a low-sudsing detergent, and who are persuaded that it gets clothes
cleaner, from 10 percent to 40 percent in one year.
We can classify advertising objectives according to whether their aim is to inform, persuade, remind,
or reinforce. These objectives correspond to different stages in the hierarchy-of-effects model
discussed in Chapter 17.
• Informative advertising aims to create brand awareness and knowledge of new products or
new features of existing products. 5 To promote its OnStar in-vehicle safety, security, and information
service that uses wireless and GPS satellite technology, GM launched the “Real Stories”
campaign in 2002. The award-winning TV, radio, and print ad campaign used actual subscriber
stories in their own words and voices to share the importance and benefits of OnStar
through life-changing experiences. By 2005, the OnStar brand had reached 100 percent awareness
among consumers shopping for a new vehicle. 6
Message
Mission
Sales goals
Advertising objectives
Money
Factors to consider:
Stage in PLC
Market share and
consumer base
Competition and clutter
Advertising frequency
Product substitutability
Message generation
Message evaluation
and selection
Message execution
Social-responsibility
review
Media
Reach, frequency, impact
Major media types
Specific media vehicles
Media timing
Geographical media
allocation
Measurement
Communication impact
Sales impact
|Fig. 18.1|
The Five Ms of Advertising