Fourth, advertisers must decide how much money to spend on the campaign by establishing the advertising appropriation . Advertisers must then develop a media plan by selecting and scheduling media to use in the campaign. Some of the factors affecting the media plan are location and demographic characteristics of the target audience, content of the message, and cost of the various media. Advertisers sometimes use a cost comparison indicator to compare specific media vehicles within the same media category. Rather than buying a magazine's entire circulation, an advertiser may choose regional issues .
Advertisers use copy and artwork to create the message.
In the development of television commercials, sometimes storyboards are used. Artwork for print advertisements includes illustrations and layout . The execution of an advertising campaign requires extensive planning and coordination. Finally, advertisers must devise one or more methods for evaluating advertisement effectiveness. Evaluation can occur through pretests such as a consumer jury , tests during the campaign, and posttests .