Five's of Advertising for Value Based Communication about Tin Containers

  One  of  the  ‘P’s  of  the  marketing  mix  is  a  promotion.    Promotion  means communicating with the present and potential stockholders and the general public about the company’s offering.  Today, the question is not whether to communicate or not whether to communicate or not. Instead, it’s about what to say, whom to say, how to say and how often to say.  The marketing communication mix consists of five major modes of communication advertising, sales promotion, public relations, personal  selling  and  direct  marketing.    Among  the  five,  advertising  is  the  first mode of communication. Advertising is to business what steam, electric or nuclear energy (motive power) is to industry.  The wheels of industry and commerce cannot move with desirable speed without the propelling power of advertising.  The five M’s  of  advertising  are  mission,  money,  message,  media  and  measurement.  The manufacturing  products  are  safely  sent  to  the  final  consumers  with  the  effective packaging without affecting its quality.  The tin containers play a vital role among the various packaging material.  Tin cans are ideal for packaging many types of products. The contents are preserved, long-life (air tight packaging) and fresh. The nutritive value remains. Tin cans are also easy to transport, across longer distances. The manufacturers of tin containers also need to follow value-based communication through advertising for marketing their product. The present study focuses mainly to assess the advertising strategy followed by tin container manufacturers to market their  product.  The  major  objective  of  the  study  is  to  analyze  about  the  five  M’s of advertising in the opinion of respondents. The required data are collected from both the primary and secondary source of data.  The primary data are collected from 50 tin container manufacturers in virudhunagar town.  They are registered under  SIMCA  (South  India  Manufacturing  Container  Association).  A  structured questionnaire  has  been  used.    The  secondary  data  are  collected  from  advanced books and reliable websites.  The collected data are analyzed and findings are listed.