Introduction advertising unit Structure

2. Media Variables :
The media testing opportunities are 
considered at the following four levels, viz., 
(i) The advertiser must decide the type of media, such as, 
newspapers, magazines, television, radio or direct-mail, etc., he 
intends to use. 
(ii) The advertiser then, must decide the sub-class of media, he 
is to use. For example, what king of newspapers : Daily Sunday, 

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Evening or Morning Newspapers. Likewise, what kind of television 
and / or radio : sport, Network, or, Regional channels, in the same 
way, what kind of magazines : General, Women, Sports, 
Healthcare, etc. 
(iii) The advertiser, then must selected specific media vehicles, 
what newspapers in Mumbai, which television channels in Delhi, 
and what media mix is to be used? 
(iv) Finally, he must determine space units i.e. full page, or, half 
pages, or, quarter pages broadcast time units, such as 60 seconds, 
20 seconds, and the position of the ad in print media as well as in 
television. 
3. Scheduling Variables :
Consumer behaviour is generally 
influenced by the time factor, such as season of the year, 
occasions like Diwali, Christmas, Id day of month or week, etc. 
timing of television commercials frequency continuity are also 
important factors. 
4. Budgeting Variables :
Budget affects, and is affected by all 
other advertising variable. How much money should be spent on 
advertising? How should be the total amount of money be allocated 
to markets, to media to sales territories and to specific items in the 
product line? The advertiser must measure the relationship 
between budgeting variables and profit yields. 
15.3.2 Need of Evaluating Advertising Effectiveness : 
 
1. Achieve Awareness :
Testing of advertisement will show 
whether there is an increased influence of the advertising message, 
product or service advertised. Testing enables, the advertiser to be 
aware of all the reasons why an advertisement has been effective 
or otherwise.