The media industry is a very influential economic force in the modern society. Thus, very paramount to understand how they function in order to appreciate on how they influence and transform people. Media industry has several functions such as source of entertainment, informative and for passing news. Apart from those functions, the contemporary media has transformed to become a commercial enterprise that is thriving on advertisement. Media play a big role in reproducing information, communicating it and creating consumer society. Media is hence an essential economic force because it assists business in managing customers demand, creating needs and desires via adverts and entertainment. Media and advertising The ability of media to advertise and entertain, results in effective promotion of products to customers in a more appealing manner. Furthermore, the media has become the main instruments of political and economical power offering a terrain upon which economic battles are fought and offering tools for economic manipulation and dominion (Durham & Kellner 2006, 67). As a central force in life, an economic force, media is dominating people’s lives especially their leisure time and plays a vital role in constructing their perception of things around them and the society. Media industry is the most essential economic force used in advertising because of the impact it causes on the consumer demand. The impact of the effect of advertisement in the total consumer demand is exceedingly complicated. Several studies have shown that promotional activities do have a significant impact on the aggregate consumption, but they do not have consensus as to what degree (Durham & Kellner 2006, 67). Many other social and economic forces like the level of education of the clients, the technology advancement, the income of the customers and the change in lifestyle and behaviour are very significant in determining demand size. For instance the demands for iPods, phones, personal computers and digital music players have increased partly because of the market condition and also due of media advertising. Besides, advertisement has not been able to prevent fall in the demand for fur coats and manual typewriters. Therefore as much as advertisement is crucial in creating or rather stimulating primary demand, it influences selective demand for certain products when that product industry is declining (Durham & Kellner 2006, 67). Perception of Consumers Media is crucial in advertising and the intention of advertising is to persuade client to make purchases. This persuasion can change the tastes and preferences of customers hence impacting on demand. When the customers are given a good impression of a certain product, they would tend to like it based on how they understood the advertisement and the perceived value of acquiring that particular product (Durham & Kellner 2006, 69). Businesses understand that the best way to beat completion is to make unique products. They also understand that consumer’s choices to purchase are influence by their cultural, social and psychological experiences and all these affect preferences (Durham & Kellner 2006, 69). Convenience is also another factor that aff