By: Richard Romando
Internet
advertising agencies carry the intended advertising message to a selected audience. It is essential
to understand the distinction between the two commonly used terms- media and media vehicles.
Newspapers form a media. Under this media, there are so many media vehicles. One of them is The New
York Times. The same holds true with magazines, television channels, radio and Internet.
Selecting
the appropriate media and the media vehicle, and arriving at a sound media mix, are crucial
functions in advertising. These days advertising agencies provide help in media selection as an
integral part of their service to the advertiser. The main concern of any Internet advertising
agency is how best to carry the already decided advertising message to the target audience? Which
media or combination of media will serve the purpose in the most effective manner?
Before
assessing and evaluating the various media available, the agency has to study the firm’s market
conditions- it is essential for them to find out the firm’s existing image in the market,
characteristics of its major customer segments, their buying habits, their lifestyles and their
pastimes. Next, the agency focuses on the marketing objectives of the firm. Ultimately the
advertising campaign has to assist in attaining these objectives. He must also know the specific
communication goals laid down by the firm.
These
communication goals, which are explicitly stated by the firm, help the agency decide what media or
media mix can deliver the advertising message for ultimately attaining these communication goals.
Another factor that has to be seriously taken into account by the Internet advertising agencies is
the total budget available to run the advertising campaign. This is an essential prerequisite
because the money available will limit the choice of media.
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