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Media department

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Sunanda K. Chavan
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Media department - October 20th, 2010

The responsibility of the agency’s media department is to develop a media plan to reach the target audience effectively in a cost effective manner.

The staff analyses, selects and contracts for media time or space that will be used to deliver the ad message.

This is one of the most important decisions since a significantly large part of the client’s money is spent on the media time and/or space.

The media department has acquired increasing importance in an agency’s business as large advertisers seem to be more inclined to consolidate media buying with one or few agencies thereby saving money and improving media efficiency.
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