Developing and Managing the Advertising Campaign 281
provided people with the pollen count in their area. People who called the number
more than once received free product samples, coupons, and materials describing
the product’s benefits. These people also received a newsletter with advice about
coping with allergies.^13
Savvy firms know that IMC produces stronger message consistency and greater
sales impact; it also gives someone responsibility to unify the company’s various brand
images and messages. Properly implemented, IMC will improve the company’s ability
to reach the right customers with the right messages at the right time and in the right
place.^14
DEVELOPING AND MANAGING THE
ADVERTISING CAMPAIGN
Advertisingis any paid form of nonpersonal presentation and promotion of ideas,
goods, or services by an identified sponsor.^15 Advertisers include not only business
firms but also museums, charitable organizations, and government agencies that
direct messages to target publics. Ads are a cost-effective way to disseminate messages,
whether to build brand preference for Intel computer chips or to educate people
about the dangers of drugs.
In developing an advertising program, successful firms start by identifying the
target market and buyer motives. Then they can make five critical decisions, known as
the five Ms: Mission:What are the advertising objectives? Money:How much can be
spent?Message:What message should be sent? Media:What media should be used?
Measurement:How should the results be evaluated? These decisions are summarized in
Figure 5-8 and described in the following sections.
Figure 5-8 The Five Ms of Advertising