(Columbia Encyclopedia, 2004)
Mass communication is the product of mass media institutions that have created an enormous knowledge industry. As such, the communication industry adapts the structure of the knowledge industry that is classified according to their functions. These classifications are the following:
Mediators. They are the multipliers of messages. In this category are all newspapers, radio, television, magazines, books, and films. Sometimes, they are referred to as the media used in the proliferation of the message that needs to be transmitted.
Supporters. These represent all the agencies that provide service expertise and personnel for the knowledge industry. This category encompasses publicity personnel, financial services, advertisers, unions, and sales departments. (Asante & Cassata, 1979)
In a broader sense, they key roles in the communication industry are the clients, the advertising agencies, and the media or broadcast. The advertising agencies represent the business sector in which they provide services to clients involving the creation, planning and handling advertisements or promotions in the forms of marketing and branding, as well as sales promotion of their products to the people or the market. They are independent from the client such that they provide an outside point of view in an effort the sell or increase the sales of the client's products or services offered. ("Advertising")
The media or the broadcast, on the other hand, refer to the different means or methods of communication such as the printed book, television, radio, newspapers, and magazines. (Cook, 1992) The appropriate and the most effective media use in marketing the products and services of the clients are determined by the advertising agencies. However, the use of multiple media or broadcast may be used in order to meet the diverse consumers of the products and services offered by the clients in the market.
Internet as a New Communication Tool
The 21st century had revolutionized the media used in marketing communication. Consumers have become more sophisticated who no longer buy and use simple mass-produced goods but use instead a multitude of different and specialized marketing channels or media to find what they truly need according to their lifestyle. They had become quite aware of the impact of the seasonal changes on advertising and promotions and had also become active participants in international markets. (Steinbock, 2000)
Traditional mass marketing is over Technology has ended them These were just a few lines proposed by integrated marketing communications such that it uses the most innovative and the most convenient marketing tool - the Internet. (Varey, 2001)
Due to the laws o mass production, economies of sale, homogenous consumer markets as