Major Decisions in Advertising – 5 M's

1st M Mission

What are the objectives of Advertising?

Objective Setting, Communication Objectives, Sales object

2nd M Money


Budget Decisions, Affordable, Meet objects, % of sales


3rd M

Message Message Decision, Message Generation, Evaluation and Selection, Message execution

4th M

Media Media Decision, Reach, Frequesncy, Impact, Media Types

5th M

Measurement Advertise evaluation, Communication Impact, Sales Impact