Media Used by Competitors: While planning for media the advertiser should consider the media selected by competitors and leaders of that industry. If advertiser doesn't consider competitors as well as leaders of that industry. If advertiser doesn't consider competitors move regarding media then it is possible that advertiser's market share is taken by competitors. If industry-leader is utilizing T.V as media then the advertiser too should consider the same media. The advertiser should have a close watch on media-strategies and ad-budget of competitors. Nevertheless competitor's strategies must not be followed blindly as it is possible that decision of competitor is wrong.