Channels of communication that serve many diverse functions, such as offering a variety of entertainment with either mass or specialized appeal, communicating news and information, or displaying advertising messages. The media carry the advertisers' messages and serve as the vital link between the seller of a product or service and the consumer.

Creation of an advertising campaign including any one of the individual elements, such as the illustrations, the package details, or the visual symbols, or all of the elements in the plan, as well as the plan itself.