A good friend offered me this advice on what a medium is:
"A medium is that perfume-laced, beautifully-crafted sheet of stationery where words that speak of love and life and truths are carefully chosen and written, and which is then encased and sealed with a soft, gentle kiss, and sent with the hope that it will be opened, read, cherished, and responded to."
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With that definition, how then do you define "media planning"?
For that, I have no ready answer.