One of the most important components of an integrated marketing communications program is the advertising. Advertising can be used to create images or associations and position a brand in the customer’s mind. The advertising strategy is based on several factors, including identification of the target audience, the basic proble or issue the advertising must address, the major selling idea the message needs to communicate, as well as creating and positioning of the advertising message. From the marketer’s perspecteive, the advertising message is a way to tell consumers how the product or service can solve a problem or help satisfy desires or achieve goals. The media plan, as an integral part of the advertising strategy determines the best way to get the advertiser’s message to the market.