Media Branding is a cumulative concept reflecting the convergence of traditional marketing and advertising approaches with powerful new media. It does not embrace any one media vehicle or delivery type over another. Instead it is an approach that leverages the strengths of various tactics and actually utilizes both traditional as well as social media. The goal is not simply to make the brand known, but to connect with the target audience at the social level.

Magazines, especially those that target specific niche or specialized interest areas, are more narrowly targeted compared to broadcast media. Additionally, magazines offer the option of allowing marketers to present their message using high quality imagery (e.g., full color) and can also offer touch and scent experiences (e.g., perfume). Newspapers have also incorporated color advertisements, though their main advantage rests with their ability to target local markets.

A media consultant is a marketing agent or public relations executive, hired by businesses or political candidates to obtain positive press coverage. Media consultants usually draft press releases to highlight positive achievements of a business, organization, or individual. In politics, media consultants create advertisement campaigns to plant a desired image in the minds of voters.