Media Agency

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  • Beginning in the early 1990s, media-buying executives started forming their own agencies to buy media. Although traditionally a department in the full-service advertising agencies, these “unbundled” media agencies have evolved and added to their media-buying role other functions such as research and media planning. Once considered to take a back seat to the creative functions in advertising agencies, the specialized tasks of the newly created media agencies now attract more highly qualified, media-savvy business executives, offering clients better plans at competitive prices. These professionals not only determine what type of media advertisements are placed in but also where they are placed in the medium and how much space or airtime they should get. These decisions are based on the client's target market, the quality and ...

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