1. What is a media agency? Include definition, tasks, advantages and disadvantages.
Definition:
A media agency makes sure a marketing message appeals to consumers, appears in the right place at the right time and that the advertiser pays the best possible price. (source)
Tasks:
a. receive brief from client
b. seek to understand more about the people they need to influence
c. research how target group consumes and uses traditional and social media
d. work closely with client and other brand agencies - if appropriate, develop an idea and a media plan that media buyers and/or content creators can then implement. (source)
Advantages:
- ensure that marketers understand the behaviour of their consumers
- make sure that messages are targeted correctly
- ensure marketers really understand the potential of the latest technology
- act as the conduit between the client and consumer as well as client and media owners
- they now work with social networks, brands that produce their own content or simply communicate regularly with customers for example as well as the more traditional newspapers, TV and radio so clients are able to negotiate better deals (source)
Challenges:
- need to work much closer with technology firms
- "dashboards" are very popular to make sure clients and internal media agency planners are constantly on the same page (source)
2. Name different media habits around the world. Include research and statistics, channels of B2B/B2C
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