Introduction advertising unit Structure

5. Allocation of Funds :
The planner should than decide on the 
amount of funds that would be allocated to each media type and 
vehicle. 
6. Media Scheduling :
Media scheduling could be used 
depending upon the requirements of the advertisers. 
5.3 MEDIA-VEHICLE CHOICE 
After indemnifying the various advertising medias, as 
available for a company, the subsequent managerial task is to 
evaluate each media vehicle against certain criterion and then only 
to decide which of the particular vehicles are suitable for him. For 
such a decision, he has to evaluate the available media vehicles 
against certain criterion. The major vehicle evaluation criterion are 
as follows : 
1. Coverage :
It is the most important and powerful criterion for 
evaluating vehicle media. Coverage refers to the number and 
spread message outlets provided by the media vehicle. When the 
media vehicle provides large coverage, the changes of message 
exposure to customers is also greater. Thus a media vehicle 
providing larger coverage should be more acceptable. For example, 
in case of a newspaper, the coverage refers to the circulation of 
that particular newspaper. But this is not enough. We must also 
consider other criteria which are as follows. 
2. Consumer Confidence :
It is also an important criteria for 
evaluating the selection of a vehicle media. Consumer confidence 
refers to the credibility of media in the mind of target customers. It 
is a relevant criterion for evaluating a media vehicle since the 
credibility of advertising message is positively related to the media 
vehicle‟s credibility. For example, a recent study in India revealed 
that newspapers and magazines are considered to be the most 
credible of all media, scoring high on usefulness and information. 

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