A media advertising agency handle a variety of tasks for a client, but its main responsibility is to create the right messages to the right media outlets to project the most positive company image as possible.
Media advertising agencies have a whole gamut of people who perform various specialized tasks. For example, there is a full-fledged client-servicing department that is the contact point between the client and the agency. This department meets with and discusses a client's needs and then passes on the information to a creative team. This team designs ads, logos, company messages, etc. The execution team then takes the finished products and create a media plan to release the company designs and information to the public. The execution team generally works closely with a writing team to make sure that the company's message is clear and receives the proper exposure to gain positive public and company feedback. 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. Not more than a decade ago, there were very few options for someone who wanted to advertise. There were 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 an amalgamation and convergence of various media. Internet marketing is one of the fastest growing methods of advertising in the media advertising business because it is so affordable.