When most cleaners think about marketing and especially innovation, theyre focused on the

next strategy or tool rather than taking an overall look at their marketing approach. Heres an
easy way to organize your marketing thoughts that will result in better results. Ive gone over the
five Ms in the past, but they are certainly worth revisiting again. These five Ms are:
1. Money: What is your sales goal and how much are you going to invest in marketing?
2. Mission: What is the experience youre delivering?
3. Market: Who wants that experience?
4. Message: Whats the message that resonates with them?
5. Methods: What systems and strategies will you implement to accomplish the goal?

The First M: Money
The first thing you want to have in your plan is a goal. For now, we will focus only on the sales
and profit goals. Determine what your sales goal is for the next 12 months. If you have history, go
back to see how much you did last year. Are you on a growth path? Are sales declining? What
significant changes are taking place that can change those numbers?
Once you have your annual sales goal, break it down by the month, by the week, by the day and
by the hour. My brother owns a McDonalds and his profit is determined by how the staff cost is
managed by the hour. If you dont have daily or hourly transactions, then break your sales goal
down by the smallest measurable increment possible. If you do a few large projects per year,
then determine how many projects you are going to do and what the average project amount will
be. If you sell products, how many products will be sold, and at what average price point?
You will also want to break down your sales goal by profit center (or service category) and even
by how much you will do in repeat business, referral business and direct sales and advertising.
To get to your sales goal, you will need to know what your profit goal is. It all starts with your net
profit because that is what funds your life goal. Remember the one and only reason your
business exists is to be a vehicle to help you achieve your life goals. If the financial spoke on the
Wheel of Life is suffering, then everything else in your life will suffer. A business without a profit
is just a hobby!
I dont know about you, but being broke and in debt isnt any fun. To top it off, working 24/7 to be
broke and in debt is even worse! If youre going to be broke, you might as well stay home. At
least you could enjoy yourself while you are going broke!
The wonderful thing about being a business owner is that you can plan what you want your profit
to be. None of us know what challenges life can bring us, but we would also be fools to build
something without a plan. So, we plan and we work the plan the best that we possibly can. The
amazing thing is that when you plan and stay focused, many times it works!
So, determine what you want your profit to be. Then you will have to determine your cost of doing
business. Also determine how much you are willing to invest in marketing. This should be in your
12-month cash flow budget. Decide in advance what you are going to invest. This will keep you
from becoming a victim of the advertising wolves in sheeps clothing. They have an irresistible
offer that you are absolutely convinced will work (although it hasnt been proven).
A marketing investment amount that includes exactly how much you will invest in each system,
strategy and ad will keep you focused rather than reacting to circumstances. Far too often
marketing is done in purely an opportunistic manner rather than a focused plan.
Another thing I have learned from the countless surveys we have taken from small business
owners we coach is that there isnt nearly enough invested in marketing. When you see the puny
line item called marketing on an income statement, theres no wonder there isnt any business!
How much do you invest in marketing? Whatever its going to take to get the profit number you
need. You may need to do some research on this, but once you line out the things you are going
to implement, figure out how much those items will cost. To get this exactly right, you will have to
go back and forth on your 12-month cash flow budget.

The Second M: Mission
In previous articles, I shared the importance of your mission. When it comes to marketing, you
want to keep in mind what you are actually delivering. If you have not determined what your
mission is, you should come to terms with that before planning your marketing. The reason is
that it will determine who your target market is and what your marketing messages will look like.
And keep in mind that if you arent passionate about the mission you are on, you wont promote it
well and you wont lead others to carry it out either.

The Third M: Market
Have you determined who your prime target niche market is? Everyone is not your customer. If
you try to be everything to everyone, you wont be anything to anyone. You must understand
your target market. The more you know about them, the more successful you can be in
marketing to them.
Who can benefit from the mission you are delivering? For example, my target market is small
business owners who are doing over $100K and less than $5 million per year. They have been in
business for over three years and they feel like a slave to their business. They are ready for a
solution and probably seeking that solution. They are people who are interested in growing or
getting unstuck, and they are teachable.
Of course many other people can benefit from my work. My inspirational teachings have
impacted the youth of some of my clients which thrills me, and some new businesses have
enough foresight to realize they need to build it right now instead of later. Network marketers who
understand that they have a real business can also benefit. Large corporations can totally utilize
our marketing, sales and leadership systems and have a huge impact, but we dont intentionally
target these groups because our focus would be diluted.
So, you want to start by going deep in a niche. You want to become a big fish in a small pond
rather than a minnow in a huge ocean. When you are the bomb to that niche, you can have all
the business you want and you can literally have people standing in line to pay you the highest
prices for what you do. I know because Ive done it more than once.
So, who is the niche market that desperately needs what you have?

The 4th M: Message
Once you determine how much money your business needs to produce, what your mission is,
and who your target market is, you now want to craft a message that resonates with them.

The Fifth M: Methods
The final M in your plan is your phenomenal methods. What methods of marketing will you use
to reach your phenomenal target market? You can have plenty of money to invest, a powerful,
passionate meaningful mission, a clearly defined target market and a compelling message that
sells like crazy, but if your perfect prospect never sees it, whats it worth?
What methods will best deliver the message they need? In order to determine this, we must ask
ourselves a few questions. How does your prime target market buy services? Online? Offline?
Through ads, direct mail, radio, TV or the newspaper? Do they read trade magazines? Are there
online forums where they hang out? Do they primarily buy through referrals? If so, who do they
trust? Who has a relationship with them?
I have seen too many small business owners that have a great product or service, but they
struggle because they are using the wrong media. So, understanding how your perfect target
market buys is vital to choosing the right method to reach them.
For more study
http://www.marketingtipsforsmallbusiness.co.uk/the-5-ms-of-marketing/





1. Advertising


Advertising facilitates large-scale marketing. It is a medium of mass communication. Manufacturers supply
information about new products through advertising. The fact that companies spend crores of rupees or millions
of dollars on advertising through TV, radio, the internet, and newspapers indicate its benefits in sales promotion.
Advertising is within the scope of promotion, which is one element in the marketing mix. It is getting popularity in
the present highly competitive and consumer-oriented marketing. All products old and new, consumer and
durable, cheap and costly need extensive advertising for sales promotion and consumer support. Latest
communication techniques are now used for making it more attractive and agreeable.
The basic purpose of advertising is to give information, to attract attention, to create awareness and finally to
influence the buying behavior of consumers.
Advertising is certainly needed in marketing but is equally important and essential in social, cultural and political
aspects of our life.

The term Advertising originates from the Latin word Advertere which means to turn the mind towards.
The dictionary meaning of the term advertising is to give public notice or to announce publicity.
This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people
(prospects) towards a specific product / service / manufacturer.


2. Definition of Advertising


Advertising is defined differently by various authorities and the institutions dealing with the subject of advertising.
The American Marketing Association (AMA) defines advertising as,
Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor.
This definition suggests the following features of advertising.
1. Advertisement is a paid form of communication. Advertiser exercises a control over it.
2. It is non-personal selling. It is a medium of mass communication for large-scale selling.
3. It acts as an important marketing tool for presentation and promotion of ideas, goods and services.
4. It needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly
identified.


3. Features of Advertising


The nine important features of advertising are as follows:
1. Provides information : The basic purpose of advertising is to provide information about products or services
to prospective buyers. The details of products such as features, uses, prices, benefits, manufacturer's name,
and instructions to be followed while using the product are given in the advertisements. The advertising
message and brand name are also given. The information supplied gives education and guidance to
consumers and facilitates to correct selection of goods by them.
2. Paid communication : The advertiser has to pay to the media for giving publicity to his advertising message.
He pays for the advertisement, and naturally; he decides the size, slogan, etc. given in the advertisement.
Advertising is a form of paid communication.
3. Non-personal presentation : Advertising is non-personal in character as against salesmanship, which is
personal (face to face communication) in character. In advertising, the message is given to all and not to one
specific individual. This rule is applicable to all advertising-media, including press. However, even in
advertising target consumers or target market can be selected for making an advertising appeal.
4. Publicity : Advertising gives publicity to goods, services and ideas. It is basically for giving information to
consumers. This information is always related to the features and benefits of goods and services of different
types. Advertising gives new ideas to consumers as its contents are meaningful. The aim is to make the ideas
popular and thereby to promote sales. For example, advertising on family planning, family welfare, and life
insurance is useful for placing new ideas before the people.
5. Basically for persuasion : Advertising aims at persuasion of potential customers. It attracts attention towards
a product, creates a desire to have it, and finally induces consumers to visit the market and purchase the
same. Advertising has a psychological impact on consumers. It influences the buying decisions of consumers.
6. Target oriented : It is possible to make intensive advertising by selecting a specific-market or specific-
segment of consumers (e.g. children, housewives, etc.) for advertising. This selection of a specific market is
called target market. Advertising becomes effective and result-oriented when it is target oriented. The waste in
advertising can be minimized through such a target oriented advertising.
7. Art, science and profession : It is now universally accepted that advertising is an art, science and a
profession. It is an art as it needs creativity for raising its effectiveness. Advertising is a science as it has its
principles and rules. Advertising is now treated as a profession with its professional bodies and code of
conduct for members. Advertising agencies and space brokers function as professionals in the field of
advertising.
8. Element of marketing mix : Advertising is an important element of a marketing mix It supports the sales
promotion efforts of the manufacturer and makes positive contribution in sales promotion provided other
elements in the marketing-mix are reasonably favorable. This is natural as advertising alone is not adequate
for promoting sales. Many companies now spend huge funds on advertising and public relations.
9. Creativity : Advertising is a method of presenting a product in an artistic, attractive and agreeable manner.
This is possible through the element of creativity, which is the essence of advertising. Creativity can be
introduced by creative-people (professionals) in the field of advertising. They introduce new techniques for
introducing creativity. Without creativity, advertising will be like a body without a soul. It is therefore known as
the essence of advertising.


4. Advantages of Advertising


The advantages of advertising can be divided into two main groups. One group denotes benefits to manufactures
and other group denotes benefit to consumers. Let's find out how each of them gets benefited by advertising.
The advantages of advertising for manufacturers:
1. Large-scale production & marketing : Advertising is useful as a sales promotion technique. It gives
information to consumers and encourages them to purchase more. Manufacturers expand their production
base due to higher market demand created through advertising.
2. Introduction of new products : Advertising facilitates the introduction of new products. Due to advertising,
information about new products is given to the prospects. This creates demand and the manufacturer is able
to sell new products along with the existing ones.
3. Creates new demand : Advertising spreads information and encourages consumers to purchase new
products. Such advertising leads to the creation of new demand. Various concessions are offered to
consumers in the initial period. This gives positive response from the consumers. Thus, advertising creates
new demand from non-users.
4. Effective personal selling : Advertising creates a proper background for personal selling. It gives advance
information to the prospects. They visit the shop in order to purchase a particular product which they know
through advertising media. The job of a salesman becomes easy as consumers develop affinity to specific
products. In brief, it supports and supplements personal selling.
5. Builds brand image : Manufacturers introduce branding for making their products popular with distinct
personality. The brands are made popular through advertising. As a result, consumers develop loyalty towards
a specific brand. Advertising builds brand image and this develops consumer loyalty towards a specific brand.
6. Reduces cost of production : Advertising creates demand and promotes sales. This enables a manufacturer
to conduct production on a large scale. This leads to reduction in the cost of production and distribution. As a
result, the profit margin of the manufacturer increases.
7. Facing competition : A manufacturer can face market competition effectively and can make his products
popular through advertising. He can remove misunderstanding among consumers about his products through
appropriate advertising.
8. Sales promotion : A manufacturer can make his sales promotion campaign successful by using the support
of advertising. He can prepare proper background for the success of such an ad-campaign as it facilitates
direct communication with consumers.
9. Goodwill builder : A manufacturer can build up goodwill and good image in the business world and also
among the consumers through advertising. The social welfare programs and community service activities can
be given wide publicity through advertising. Even the progress of the Organisation can be brought to the notice
of the public through it.
The advantages of advertising for consumers:
1. Information and guidance : Consumers get information and guidance from advertising. They can study the
advertisements of competitors and select the products which are profitable to them. This avoids their cheating
and exploitation at the hands of middlemen.
2. Acts as reminder : Advertising acts as a reminder to consumers. They remember what is urgently required to
be purchased through advertising.
3. Attracts consumers : Advertising leads to competition among manufacturers and retailers. They have to offer
something special in order to attract consumers. Such attraction offers benefits to consumers. For example,
manufacturers have to bring down the price in order to attract customers. They have to supply quality goods in
order to attract more customers. All this is beneficial to consumers in terms of price and quality of goods.
4. Raises living standards : Advertising raises the standard of living of people by supplying information about
goods and services, which can offer convenience and pleasure to them. It guides consumers in the selection
of most suitable goods for their daily life. Thus, it provides higher standard of living to consumers as a social
group.
5. Effective product use : Consumers get information about uses or benefits of different products through
advertising. They also get guidance as regards the right manner of using the product. This avoids possible
damage of the product purchased. Even the product can be used for different purposes because of the
information supplied through advertisements.
6. Removes misunderstanding : Advertising helps consumers in removing their misunderstanding about
certain products. They change their attitudes towards products and services due to it.


5. Role of Advertising


The following points suggest the role of advertising in selling sales promotion of consumer durables.
1. Advertising is useful for giving information and guidance to prospective buyers of consumer durables. Here,
advertising gives the details of special features, benefits, price discount, and other concessions offered, etc. to
the purchasers of consumer durables and encourage interested customers to take initiative in purchasing the
durable articles.
2. Effective advertising of consumer durable creates a proper background for personal selling. An attraction is
created in the minds of consumers, and they are encouraged to visit retail shop in order to see the article or
look at the demonstration of its working. Here, the salesman can use his skills and see that the article is
purchased by his visitors.
3. Advertising of consumer products enables a manufacturer to face market competition effectively. He can give
special features of his product and also suggest how his product is superior to that of his competitors. This is
useful for sales promotion of consumer durable. Even consumers can make appropriate selection of a suitable
product by studying the advertisements of competitors.
4. Advertising of consumer durable during the festival period acts as a reminder to consumers. They remember
to purchase a useful product on the Eve of the festival. This technique facilitates a sales promotion during the
festival period.
5. The seller of consumer products (manufacturing company) may like to offer attractive gift or price discount to
interested consumers. Here, advertising can be made effectively. This encourages consumers to purchase a
durable product. Such advertisements are common during festivals. Even local dealer may offer certain
concessions to his customers. He can make suitable advertisement of such concessions for large-scale selling
at the local-level.
In short, effective advertising of consumer durables is necessary and useful for regular selling, for providing
information and guidance to consumers and finally for sales promotion.


6. Types of Advertising Media


The types of advertising media are noted in the following chart.

It may be noted that advertising media have their special features, merits, limitations and suitability. An advertiser
has to consider his ad-budget and select the most appropriate advertising media and use them for an advertising
purpose.


7. Decision making in Advertising


While undertaking ad-campaign or while organizing an advertising program for products like consumer products,
(tooth paste, chocolate, soap, face powder, skin-cream, etc.) or durable products, (car, TV, etc.) or industrial
products, (machine, etc.) concerned company has to take certain decisions and adjust the advertising activity
accordingly. Such advertising decision-making is a five-step process (Five Ms of advertising) consisting of
mission, money, message, media and measurement. In other words, evaluation and broad decisions need to be
taken in regard to these five areas while organizing an advertising program or campaign.
Five Ms of advertising are five basic considerations, which need to be given proper attention to have positive or
favorable effect of advertising efforts. These considerations are particularly applicable to consumer product
marketing such as tooth paste, face powder, body creams, soaps, chocolates and so on.
Advertising will be effective or result-oriented when it is made with proper planning and appropriate decisions as
regards the objectives, media used, funds provided and so on. In short, it is an activity that needs suitable
decision-making on various matters. Such decisions constitute the steps in the advertising.


8. Five Ms of Advertising


The five Ms of advertising on which an advertiser has to take decisions:

1. Mission : This refers to the purpose or objective behind advertising. The objectives behind advertising are
varied in character. They include sales promotion, information and guidance to consumers, developing brand
loyalty, market goodwill, facing market competition effectively, making the products popular or successful and
introduction of a new product. Decision in regard to mission is a basic one as other decisions are to be
adjusted as per the mission or objective or purpose of advertising decided. For consumer products like
chocolate, tooth paste, soap, the mission or objective includes facing market competition, sales promotion and
making the product popular in the market.
2. Money :
a. This refers to the finance provided for advertising purpose (advertising budget). It means the budget
allocation made by the company for advertising. Money provided is a limiting factor as effectiveness of
advertising, media used, coverage of advertising, etc. are related to the funds provided for advertising
purpose. Advertising is costly and companies have to spend crores of rupees for this purpose. Advertising
should be always within the limits of funds provided. Naturally, decisions on an advertising package should
be adjusted as per the budget allocation for advertising.
b. It may be noted that consumer products like tooth paste or chocolate are highly competitive with many
substitutes easily available in the market. Naturally, extensive advertising on TV, newspapers, radio, etc. is
required. These media are costly. Naturally, the manufacturing or marketing company will have to provide
huge money for advertising purpose.
3. Message :
a. Message is provided through the text of advertisement. The message is given through written words,
pictures, slogans and so on. The message is for the information, guidance and motivation of prospective
buyers. Attractive and meaningful messages give positive results, and the advertising becomes result-
oriented. The services of creative writers, artists, etc. are used for giving an appealing message to the
consumers. Here, the advertiser has to decide the message to be given, the media to be used for
communicating the message, the extent of creativity, the specific customer group selected for giving the
message and so on. The message is also related to the decisions taken as regards a mission, and money
provided for advertising.
b. For advertising consumer product like chocolate, the message is important. The buyers are mainly children
and others of lower age groups or for the benefit (pleasure and satisfaction) of younger generation. The
advertising message should be simple and easily understandable with the help of picture or slogan. It
should be also attractive and agreeable to younger generation. The pictures or slogans used should be
short and impressive.
4. Media :
a. The advertiser has to take a decision about the media to be used for an advertising purpose. Media differ
as regards cost, coverage, effectiveness, etc. The selection of media depends on the budget provided,
products to be advertised, and features of prospective buyers, so on. Wrong decision on media may make
advertising ineffective and money spent will be wasted. This suggests that media should be selected
properly, and decision in this regard is important and critical.
b. For advertising popular and extensively used consumer items like chocolate, the media should be selected
properly. TV advertising, particularly a cartoon channel, advertising in children books or newspaper
supplements for children, advertising on radio programs for children, etc.
5. Measure : Measure relates to the effectiveness of advertising. An advertiser will like to evaluate advertisement
in order to judge its effectiveness. If an advertisement is not effective, it will be modified or withdrawn. This is
necessary for avoiding expenditure on the advertisement which is not purposeful or is not likely to give positive
results. An advertiser has to measure the effectiveness of his advertisement program or campaign and take
suitable decisions. This decision-making as regards effectiveness of advertising is equally important and
essential. Such testing facilitates an introduction of suitable remedial measures, if required.
For measuring effectiveness of chocolate advertising, the post advertising sale is one major consideration.
Demand creation in new market segments or in new age groups is another consideration in the measurement of
advertising effectiveness. Even success of a sales promotion program is useful for measuring advertising
effectiveness.
In brief, like other areas of marketing management, decision-making is necessary in advertising. This relates to
Five Ms - mission, money, message, media and measurement.