Advertising agencies handle a variety of tasks for its clients, beginning with creating the right message to be carried in the media, selecting the right media, media planning and finally meeting the targets.

Media advertising agencies have a whole gamut of people who perform these tasks. There are special departments to take care of each of the tasks. For example, there is a full-fledged client-servicing department, which acts as the one point contact between the client and the agency to make a study of the requirements. This team then passes on the requirements of the clients to the creative team, which designs the ads. Then comes the execution team, which works around the media plan to get the message across to the media of choice, in the manner that was planned. There is often a public relations team in an ad agency, to look at other options for getting publicity for the various schemes of the clients. This kind of publicity is gaining more prominence, as it carries a neutral tag in the eyes of the audience.

Over the years, there has been a drastic change in the media scene. A decade back, there were very few options for someone who wanted to advertise. There were the newspapers, magazines, radio and television. Today, there are numerous choices available, including phone advertising (telemarketing and SMS advertisements) and Internet advertising. Internet advertising has all the elements that the traditional advertisement media offers separately, i.e. voice, video and printed text and image. It is thus an amalgamation and convergence of various media.

This change in the advertisement scenario has compelled most advertising agencies to change the way they function. Today, there is a new breed of advertisement agencies called the media-advertising agency. These agencies deal with all of the above, with either a small or a major emphasis on Internet advertising. There are other agencies, which specialize in Internet advertising.

The choice of medium for advertising depends upon the client’s needs and the final goal of the advertisement. Internet advertising would be the best and cheapest option if a client’s product service or product is intended for a global population; whereas, traditional advertisements on the print and electronic media would perhaps suffice for localized products and services,

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