Media plans are backed by real dollars. The pressure is on for advertising investments to produce return on investment. Advertising Media Planning is the engine that drives a solid, strategic approach with: The media world is more fragmented than ever, providing myriad choices for consumers and advertisers. At the same time, the advertising industry has become more highly fragmented, serving up specialists in one medium over another. Finding an agnostic media professional who can make sense of it all and develop the most effective media approach is often difficult in today’s specialized world..