And also why the ratio of media advertising to sales promotion, which had been 60-40, has flipped to 30-70.

The biggest single expenditure - roughly a third of the total - has gone for media advertising.

But, they say, all of this is for "now" results, and none leads to building a brand franchise with the consumer as media advertising does.

Still another dark cloud in the agency sky is the slow growth of media advertising, the area were most general agencies' income comes from.

But, at least equally important, we have to address the reason for the explosion in campaign costs, the high cost of media advertising.

According to a 2011 study, "88% of all companies that have conducted social media advertising are satisfied with it."

Without the media advertising, Clinton would never have been able to get his message out.

By spending $10 billion a year in direct media advertising.

In 1996, he created a specialized writing position on media, culture, advertising and popular phenomena.

Its marketing budget, covering both media advertising and sales promotion, is expected to be about $5 million.