Advertising budget appropriation:-
The advertising man while developing advertising budget has to consider several factors before giving it final shape appropriating the amount to be spend on advertisement. Such variables are population & income trend, economic situation, competitive behaviour, product improvement & sales force etc. the advertising man must realize that advertising is really a mass psychology & therefore , he must possess contain basic information along with statistical data so that guess work maybe reduced to the minimum. For this purpose he has to determine an ideal media mix, proper sequence of contact & the height type of copy message.