Managing Mass Comm
Managing Mass Comm
• They can then make the five major decisions known as “the
5Ms”
• Mission: What are the advertising objectives?
• Advertisers are always seeking “the big idea” that connects with
consumers rationally and emotionally, sharply distinguishes the
brand from competitors, and is broad and flexible enough to
translate to different media, markets, and time periods. Fresh
insights are important for avoiding using the same appeals and
position as others.
The ad‟s impact depends not only on what is said, but often more
importantly, on how it says it. Execution can be decisive.
While executing a message the style, tone, words, and format for
executing the message must be kept in mind.
4. Media
• The next „M‟ to be considered while making an Advertisement
Program is the Media through which the advertising message is
communicated for the prospects.
▫ Press relations
▫ Product publicity
▫ Corporate communications
▫ Lobbying
▫ Counseling
5. Measurement
▫ Finished testing
2. Post-testing: It is the assessment of an advertisement‟s
effectiveness after it has been used. It is done in two ways:
• Measurement:
▫ Within 6 months, Sundrop became the largest selling refined
sunflower oil.
▫ Redefined the category and expanded the Sunflower oil
segment from 2.71% to 23% in 6 months, and 42% in 2016
▫ Still the largest selling sunflower oil brand holds 15% of
branded oil market.
▫ The ad was shown for over 10 years as the main theme film.