Question: Let just take a caselet(shorter version of a case study)- the changes taking place in the Indian media space, especially with reference to mass media i.e., television, print and radio. The caselet throws light on the emerging media options such as village fairs, in-film placements, seminars and fashion shows that have steadily gained in prominence. The impact of changing media space on media planners is also discussed in this caselet. Questions for Discussion 1. "The scene may become complicated, but that's only to be expected with fragmentation in the industry. But I am excited about the change, as it will open up new possibilities." What are the implications of media fragmentation and the emergence of new media options for advertisers? 2. Discuss the rationale behind some media planners adopting a unified structure for media planning and media buying, when both are termed as specialized functions? 3. "With mass media costs being constantly on the rise, brands are increasingly looking at non-traditional media to promote their brands." What advantages do nontraditional promotions offer to companies