| | | Preface | | |
| | | Foreword | | |
| Chapter One | | Introduction to Media Planning: The Art of Matching Media to the Advertisers Marketing Needs by David L. Smith | | 1 |
| | | Media: A Message Delivery System by David L. Smith | | 2 |
| | | Media Planning by David L. Smith | | 3 |
| | | The Changing Face of Media Planning by David L. Smith | | 4 |
| | | The Changing Role of Media Planners by David L. Smith | | 8 |
| | | Classes of Media by David L. Smith | | 10 |
| | | General Procedures in Media Planning by David L. Smith | | 15 |
| | | Principles for Selecting Media Vehicles by David L. Smith | | 19 |
| | | Problems in Media Planning by David L. Smith | | 21 |
| Chapter Two | | Sample Media Plan Presentation by David L. Smith | | 27 |
| | | Background to Hypothetical Plan by David L. Smith | | 28 |
| | | Media Objectives by David L. Smith | | 29 |
| | | Competitive Analysis by David L. Smith | | 30 |
| | | Target Audience Analysis by David L. Smith | | 34 |
| | | Media Habits by David L. Smith | | 35 |
| | | Media Selection Rationale by David L. Smith | | 39 |
| | | Media Strategy by David L. Smith | | 40 |
| | | Flowchart and Budget by David L. Smith | | 41 |
| | | Post-Buy Evaluation by David L. Smith | | 43 |
| Chapter Three | | The Relationship Among Media, Advertising, and Consumers by David L. Smith | | 45 |
| | | How Consumers Choose Media: Entertainment and Information by David L. Smith | | 45 |
| | | Interactive Television by David L. Smith | | 48 |
| | | Varied Relationships Between Audiences and Media by David L. Smith | | 48 |
| | More... | | |