The various forms of advertising technical choices in which Greyskye is steeped every day:

Print display:
Dealing with trim size, bleed size, live area and PDF settings. Negotiating publication, size, color and frequency relative to budget and outcome of response; Dealing effectively with the ad staff at any one particular outfit.

Online:
When to do search engine optimization and when to not; How to squeeze performance out of a limited ad size; Negotiating for click-thrus, etc.

Broadcast:
Negotiating with stations relative to frequency, budget and outcome of response; Simultaneously dealing effectively with both the ad reps and directly with any given media department; Creating the right mix of radio vs. TV for maximum impact; Familiar with all the lingo, e.g. flighting, reach etc. necessary to "talk the talk".

PR
How to best leverage paid for vs. invited awareness; Make the proper introductions to the proper PR approach and solution. Realize PR like branding is not about instant response, but recognition over time. This means one has to a) have faith in the process and b) be willing to stay involved which costs time, effort and monetary expense (after all, what worthwhile does not?).

http://en.wikipedia.org/wiki/Advertising