| Foreword | p. xiii |
| Coauthor's Note | p. xvii |
| Introduction | p. 1 |
| Media: A Message Delivery System | p. 2 |
| Media Planning | p. 3 |
| Changing Face of Media Planning | p. 4 |
| Changing Role of Media Planners | p. 5 |
| Classes of Media | p. 6 |
| General Procedures in Media Planning | p. 10 |
| Principles for Selecting Media Vehicles | p. 15 |
| Problems in Media Planning | p. 16 |
| Sample Media Plan Presentation | p. 23 |
| Background to Hypothetical Plan | p. 25 |
| Media Objectives | p. 25 |
| Competitive Analysis | p. 26 |
| Target Audience Analysis | p. 28 |
| Media Habits | p. 29 |
| Media Selection Rationale | p. 34 |
| Media Strategy | p. 35 |
| Flowchart and Budget | p. 36 |
| Post-Buy Evaluation | p. 36 |
| The Relationship Among Media, Advertising, and Consumers | p. 39 |
| How Consumers Choose Media: Entertainment and Information | p. 39 |
| How Consumers Perceive Internet Advertising | p. 42 |
| How Audiences Process Information from Media | p. 43 |
| Media's Importance in the Buying Process | p. 44 |
| Media Planning and the Marketing Mix | p. 45 |
| Exposure: The Basic Measurement of Media Audiences | p. 46 |
| Need for Better Media Vehicle Measurements | p. 48 |
| Response Function | p. 49 |
| Measuring Audiences to Advertising in Vehicles | p. 50 |
| How Consumers Could React to Media and Advertising | p. 51 |
| Basic Measurements and Calculations | p. 57 |
| How Media Vehicles Are Measured | p. 57 |
| How the Data Are Interpreted | p. 61 |
| General Uses of Vehicle Audience Measurements | p. 61 |
| Various Concepts of Audience Measurements | p. 63 |
| Advanced Measurements and Calculations | p. 87 |
| Gross Rating Points | p. 87 |
| Gross Impressions | p. 89 |
| Reach | p. 92 |
| Frequency | p. 99 |
| Effective Frequency | p. 106 |
| Brief History of Effective Frequency | p. 110 |
| Marketing Strategy and Media Planning | p. 117 |
| What a Media Planner Needs to Know | p. 117 |
| Situation Analysis | p. 118 |
| Marketing Strategy Plan | p. 119 |
| Competitive Media Expenditure Analysis | p. 132 |
| Sources of Marketing Data | p. 143 |
| Media-Planning Resources on the Internet | p. 150 |
| General Media-Planning Sites | p. 150 |
| Single Source Media/Marketing Research Sites | p. 152 |
| Broadcast-Planning Sites | p. 153 |
| Print-Planning Sites | p. 155 |
| Outdoor-Planning Sites | p. 156 |
| Internet-Planning Sites | p. 157 |
| Advertising Publication Sites | p. 158 |
| Advertising Industry Sites | p. 158 |
| Strategy Planning I: Who, Where, and When | p. 159 |
| Target Selection | p. 160 |
| Where to Advertise | p. 172 |
| When to Advertise | p. 189 |
| Strategy Planning II: Weighting, Reach, Frequency, and Scheduling | p. 193 |
| Geographic Weighting | p. 193 |
| Allocating Weights to Spot TV Markets on a Pro-Rata Basis | p. 201 |
| Weighting Markets on the Basis of Minimum BDIs and CDIs | p. 203 |
| Weighting Markets by Combining Quantitative and Qualitative Values for Each Market | p. 204 |
| Reach and Frequency | p. 206 |
| Effective Frequency and Reach | p. 212 |
| How to Set Effective-Frequency Levels | p. 212 |
| Scheduling | p. 218 |
| Selecting Media Classes: Intermedia Comparisons | p. 223 |
| Comparing Media | p. 223 |
| Consumer Media Classes | p. 224 |
| New Media Concepts | p. 248 |
| Intermedia Comparisons for Nonmeasured Media | p. 253 |
| Media Mix | p. 255 |
| Principles of Planning Media Strategy | p. 259 |
| Media Strategy Concepts | p. 259 |
| What Media Planners Should Know Before Starting to Plan | p. 261 |
| Other Elements of Media Strategy | p. 266 |
| Creative Media Strategy | p. 269 |
| Choosing Media Strategies | p. 278 |
| Planning a Cross-Media Strategy | p. 285 |
| Evaluating and Selecting Media Vehicles | p. 287 |
| Determining Media Values for Magazines | p. 287 |
| Target Reach, Composition, and Cost-Efficiency | p. 289 |
| Other Media Values | p. 294 |
| Qualitative Values of Media | p. 303 |
| Ad Positions Within Media | p. 307 |
| Internet Media Vehicles | p. 310 |
| Media Costs and Buying Problems | p. 317 |
| Some Considerations in Planning and Buying Media | p. 317 |
| Media Costs | p. 323 |
| Media-Buying Problems | p. 343 |
| Setting and Allocating the Budget | p. 353 |
| Setting the Budget | p. 354 |
| Allocating the Advertising Budget | p. 363 |
| Testing, Experimenting, and Media Planning | p. 371 |
| Tests and Experiments | p. 371 |
| Test Marketing | p. 375 |
| Media Testing | p. 385 |
| Media Translations | p. 390 |
| Glossary | p. 397 |
| Index | p. 435 |
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