|Media Planning, in order to be effective, needs to examine content. Take for example two skin product categories. Skin care and makeup. Definitely they need very different treating. Skin care is a long term functional concern. Needs continuity planning, with an emphasis on certain periods like the summer after-holidays one. Makeup brings-in “news” all the time. Follows fashions, launches new colors and innovates with new qualities. Planning here needs to provide burst to announce the news and the most successful brands manage a highly coordinated set of bursts that go along the issues that have to be communicated.