Brands heavily depend on marketing their products. Marketing is considered even more important than the actual products. Media is a very handy tool of marketing and if used properly, can help increase sales by a huge percentage. Media buying is a large part of marketing campaigns nowadays, and it has proven to be quite effective in generating sales. The consumers today are absolutely jaded and immune to the marketing techniques of the brands. This is why the companies need to come up with campaigns that cut through the clutter and get the attention of the target audience.