ABSTRACT
This chapter discusses media planners, an updated framework for looking at the world of media. Established forms of media such as television, radio, newspaper, magazine, and outdoor are doing it. The media framework is paid, owned, and earned media, sometimes referred to as POE. The paid media world boils down to two broad categories: One is advertising-supported consumer content. The second is advertising that provides content or items that can be connected to advertising. The original media in paid category include television, radio, magazines, and newspapers. Brands have many opportunities to create their own media. A growing number of advertising connections provide content or items connected to advertising. Paid, owned, and earned media capture the essence of today's media marketplace. Rather than looking at POE as a classification system, a media planner can use the framework as a strategic tool.
