don't have the answers, but I know someone looking into the area. Perhaps he can give you some pointers.
Googling on "media planning" produced over 1m results.
I've included one of the links which will give you an overview of what a Mmedia Planner does.
The second overs what a Media Buyer does.
All the best
Alison
Links:
http://en.wikipedia.org/wiki/Media_planner
http://en.wikipedia.org/wiki/Media_buying
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