SUMMARY
This research aims to propose strategic actions in order to increase thedevelopment of the Internet communication vehicles in the context ofFlorianópolis from the perception of its advertising agencies, including thefactors that influence media buying, the relationship between vehicle andagency and the challenges to be faced to the rise of the internet as advertisingmedia.The research was divided into exploratory stage, in which befitsdocumentary and bibliographic research, and descriptive stage, conductedthrough in-depth interviews with agency leaders. As a result, separateproposals were structured into four different perspectives regarding therelationship, training, regulation and results of agencies, and observe howmajor problem the difficulty of training, lack of knowledge of clients and lowprofitability coming from the internet in Featured advertising environment.