Media has a powerful presence in our lives, the media environment is highly proliferated and cluttered with lot of advertisements on a day to day which we are exposed to in different newspapers, magazines, television, Internet, out of the home. There is always is quest for advertisers and campaign designers which media vehicle appeals to the consumers and which develops a brand understanding. A media vehicle is a source of visual process of messages and is instrumental in developing a consumer's attention towards a particular message. The consumers have varied notions regarding the media vehicles, based on their understanding they select a medium to view brand communication and thus it becomes a complex process for the marketer to identify a suitable medium to communicate the message and gauge its effectiveness. The objective of the study was to understand the factors affecting consumer's perception towards a particular media vehicle.
Media, consumer, environment, television
