The Five M of Advertising Mission Money Measurement

The organizations handle their advertising in different ways. In small companies, advertising is handled by someone in the sales or marketing department, who works with an ad ageny. A large company will often set up its own advertising department or else hire an ad agency to do the job of preparing advertising programmes.

In developing a program, marketing managers must always start by identifying the target market and the buyer’s motives. Then they can make the five major decisions in developing an advertising program, known as the five M’s, viz.

  • Mission: what are the advertising objectives?
  • Money: how much can be spent?
  • Message: what message can be sent?
  • Media: what media should be used
  • Measurement: how should the results is evaluated?

The above mentioned can be explained by the diagram given below

The 5Ms of Advertising

Checklist for planning of a marketing or advertising campaign.

  • Mission
  • What are the objectives?
  • What is the key objective?
  • Money
  • How much is it worth to reach my objectives?
  • How much can be spent?
  • Message
  • What message should be sent?
  • Is the message clear and easily understood?
  • Media
  • What media vehicles are available?
  • What media vehicles should be used?
  • Measurement


  • How should the results be measured?
  • How should the results be evaluated and followed up?





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