1 Introduction to media planning: the art of matching media to the advertiser's marketing needs, 1
2 Sample media plan presentation, 27
3 The relationship among media, advertising, and consumers, 45
4 Basic measurements and calculations, 67
5 Advanced measurements and calculations, 105
6 Marketing strategy and media planning, 139
7 Strategy planning I: who, where, and when, 175
8 Strategy planning II: weighting, reach, frequency, and scheduling, 209
9 Selecting media classes: intermedia comparisons, 237
10 Principles of planning media strategy, 277
11 Evaluating and selecting media vehicles, 303
12 Media costs and buying problems, 343
13 Setting and allocating the budget, 379
14 Testing, experimenting, and media planning, 397