Excerpts from Article - Management of Advertising

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor (Kotler).

http://nraomtr.blogspot.com/2011/12/advertising.html

Fives Ms (5 Ms) of advertising.

Mission - Money - Message - Media - Measurement

Mission: the objectives of the advertisement
Money: how many needs to be spent or how much can be spent?
Message: What is the message to be sent to get the desired response?
Media: What media should be sued?
Measurement: What are the evaluation criteria for results of the advertisement?
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Objectives of Advertising

One classification of objectives is to inform, persuade or remind or reinforce.
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Advertising Budget Decision - Five specific factors

Stage in the production life cycle
Market share and customer base size
Competition and clutter
Advertising frequency
Product substitutability
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Adaptive-control method of setting advertising budgets

Adaptive-control method of setting advertising budgets involves tests with some market segments having low, some having high, and some present level of advertising.
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Advertising Elasticity‌

Advertising Elasticity‌, % increase in sales for % increase in advertising expenditure has to be calculated.
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Generating advertising messages and selecting

Advertisers use four-step process to generate advertising messages and select the appropriate message.
1. Message generation
2. Message evaluation and selection
3. Message execution
4. Message social responsibility review
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Deciding on the Media

Media selection involves finding the most cost-effective media to deliver the desired number of exposures to the target audience.
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html

Evaluating Advertising Effectiveness

Advertisers try to measure the communication effect of an advertisment - its effect on awareness, knowledge or preference and sales effect.
http://nraomtr.blogspot.com/2011/12/advertising.html
http://nraomtr.blogspot.com/2011/12/advertising.html