is Professor Emeritus-in-Service in the Department of Integrated Marketing Communications, The Medill School of Northwestern University; and president of Agora Inc., USA.

Correspondence: Don E Schultz, Northwestern University, MTC3-103, 1870 Campus Drive, Evanston, IL, 60208, USA, Email: dschultz@northwestern.edu

Revised 8 May 2006.

Abstract

The changing media landscape of the 21st century is requiring marketers and media organizations to rethink their forms of media planning. This paper reviews the development of marketing communication planning and moves into the current and future multimedia marketplace. Today there are more media forms and more consumer interaction; this, coupled with the increased consumer knowledge, requires new methodologies far different from the traditional media planning approaches. This paper presents a new media consumption model as a potential solution and urges others to respond to the changes.