There are three sides to the media business: planning, buying, and selling. Media planning and media buying are often in-house functions at an advertising agency, while sellers are those who represent the various media to clients, agencies, and media buying services. Visit the Web sites for the media companies listed below, consider the impact and importance of each to advertisers and their agencies, and answer the questions that follow.
■ The Davis Group: www.thedavisgrouptx.com
■ Initiative Media: www.initiative.com
■ Mediaedge:cia: www.mecglobal.com
■ Media Solutions: www.mediasol.com
■ Worldata: www.worldata.com
■ Zenith Optimedia: www.zenithoptimedia.com
a. Who is the intended audience(s) of the site?
b. What is the site’s purpose? Does it succeed? Why or why not?
c. What is the company’s purpose?
d. Does the company specialize in any particular segment (consumer, business-to-business, agriculture, automotive)?