The market has undergone basic changes in the past 10- 20 years. Among the most important changes in demographic characteristics, lifestyle trends and sub-cultural influences have been shifts in. This work, therefore, examines the important strategic decisions of planning the mass media strategy. All of the factors in campaign planning that are that are discussed in this work, targeting, advertising, promotion, publicity, sponsorship, events, sales promotion, message strategy have a bearing on media planning. The media planner must keep abreast of trends in advertising to factor them into the media strategy for a particular campaign. Some of these current trends are discusses in this work, whereas future trends are presented at the end of this work. The media bring the communicator and audience together. In practice, planning media strategy is a complicated job. Certain trends- such as the increased complexity of media, changes in buying and selling methods, availability of services and media usage data, and growth of new media technology- have made this so. Media planning is very much part of marketing strategy. The media analyst must be concerned with such factors as marketing objectives, the characteristics of the service being advertised and the impact of promotion mix on consumer´s behavior. The media plan itself is formed from the marketing inputs. Planners generally are concerned with a host of decisions areas, including the setting of media objectives defining target markets to match them with media vehicles, selecting media types, vehicles, and units, and establishing a media schedule, because they have direct impact on consumers services behavior. The mayor changes in almost all types of media have served to make them more complex. The development of media models will continue in the future, but for such approaches to be useful, more must be learned about the media process itself. The appearance of Internet has pretty much exchanged the way of the impact of mass communications considering traditional media. TV, radio, newspapers, magazines are fluently loosing the importance they use to have in mass communications. Among the future trends in mass communications that bear on media strategy are the growth of single- source research companies, the use of integrated marketing communications, greater reliance on data base marketing to reach individual consumers, and greater focus on global advertising. Successful marketing communications depend on a number of factors, including the nature of the message, the audience´s interpretation of it, and the environment in which it is received.