Media: A Message Delivery System -- Media Planning -- Changing Face of Media Planning -- Changing Role of Media Planners -- Classes of Media -- General Procedures in Media Planning -- Principles for Selecting Media Vehicles -- Problems in Media Planning -- Sample Media Plan Presentation -- Background to Hypothetical Plan -- Media Objectives -- Competitive Analysis -- Target Audience Analysis -- Media Habits -- Media Selection Rationale -- Media Strategy -- Flowchart and Budget -- Post-Buy Evaluation -- The Relationship Among Media, Advertising, and Consumers -- How Consumers Choose Media: Entertainment and Information -- How Consumers Perceive Internet Advertising -- How Audiences Process Information from Media -- Media's Importance in the Buying Process -- Media Planning and the Marketing Mix -- Exposure: The Basic Measurement of Media Audiences -- Need for Better Media Vehicle Measurements -- Response Function -- Measuring Audiences to Advertising in Vehicles -- How Consumers Could React to Media and Advertising -- Basic Measurements and Calculations -- How Media Vehicles Are Measured -- How the Data Are Interpreted -- General Uses of Vehicle Audience Measurements -- Various Concepts of Audience Measurements -- Advanced Measurements and Calculations -- Gross Rating Points -- Gross Impressions -- Reach -- Frequency -- Effective Frequency -- Brief History of Effective Frequency -- Marketing Strategy and Media Planning -- What a Media Planner Needs to Know -- Situation Analysis -- Marketing Strategy Plan.