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