Delivering an effective marketing message through advertising requires many different decisions as the marketer develops its advertising campaign. For small campaigns involving little creative effort, one or a few people may handle the bulk of the work. In fact, the internet has made do-it-yourself advertising an easy to manage process and has especially empowered small businesses to manage their advertising decisions. Not only can small firms handle the creation and placement of image advertisements appearing on the internet and mobile apps, new services have even made it possible for a single person to create video advertisements.
For larger campaigns the skills needed to make sound advertising decisions can be quite varied and may not be easily handled by a single person. While larger companies manage some advertising activities within the company, they are more likely to rely on the assistance of advertising professionals, such as those found at advertising agencies, to help bring their advertising campaign to market.