Planning - Introduction Media planning is at once an exercise in strategy, analysis, and creativity. The more integrated the approach, the more powerful the media strategy. To the uninitiated, the proliferation of traditional and new media can make media selection a confusing exercise. We minimize the risk and uncertainty of this process by using an objectives-based approach to media planning that clearly defines the role that advertising will play within the overall marketing mix. We tie media investment to performance, and make return on media investment the ultimate performance indicator. Whether it’s measured as units sold, responses generated or an overall increase in brand awareness, we develop media strategies that contribute to the bottom line.