Captive message time: a new approach to planning
If you believe all you read in the advertising trade press, media planning has changed beyond all recognition in recent years. In fact, it's probably no longer even correct to refer to it as media planning. 'Strategy' or 'communications planning' are now far more in vogue than plain old 'planning', and apparently 'engagement' is the new deliverable for any self-respecting campaign.
Of course, to a degree, this has always been the case. Look at any decent advertising textbook from the last 40 years and you'll find words like 'involvement' or...