Advertising campaigns are typically seasonal business campaigns which offer their products or services. The general aim of these campaigns is to increase the sales and profits as well as to strengthen the company’s image and thus improve their own market position. Advertising campaigns are also used for marketing of new products and services. An advertising campaign is always based on publicity planning. The planning and implementation can be left to the advertising agency. For large businesses, in house advertisers and the marketing department are entrusted. In the implementation of an advertising campaign, a series of external services will be used –one of which, is of course the agency’s placement of suitable models. These sub-contractors can range from printing, to web design, to the model agency and the recording studio. Which service provider is used depends on the choice of media.