In developing an advertising program, marketing managers can make the five major decisions known as the five Ms. List and explain each of these Ms
What will be an ideal response?
The five major decisions are:
1. Mission–sales goals and advertising objectives
2. Money–factors to consider: stage in PLC, market share and consumer base, competition and clutter, advertising frequency, and product substitutability
3. Message–message generation, message evaluation and selection, message execution, and social-responsibility review
4. Media–reach, frequency, impact, major media types, specific media vehicles, media timing, and geographical media allocation
5. Measurement–communication impact and sales impact
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Optical scanning methods helps retailers select the kind of merchandise to stock and what factors may influence purchase decisions.
a. true b. false
When BMW Motorcycles first began targeting some advertisements toward females, the impact was minimal at first, but after some time passed began to have an impact on inquiries by females and later on sales revenue. This illustrates the concept of:
A) impact of communication goals on sales revenues B) threshold effects C) sales-response function curve D) carryover effect