Includes index. and appendix.

Contents: Media today: The world of media(lead author- carla lloyd.): A brief history of media -- Today's media world -- Consumers and the media -- Media conglomerates and entertainment brands -- The media age: The media industry comes of age -- The technology engine -- The land of opportunity -- The media whirl -- Media methods: Media and the marketing of messages: Media speak -- the media building blocks -- The media plan (an overview) -- The media planning revolution -- Creative media analysis: Media measurements -- Audience measurements -- Efficiency measurements -- Strategic analysis -- Modern media planning: Setting media objectives -- Deciding media strategies -- Choosing the media mix -- Charting the tactical plan -- Buying and selling media: The role of media planning -- The role of media buying -- The role of medial sales -- Local & "niche" media markets: The local media mix: Newspapers -- Local radio and television -- City and regional magazines -- Out-of-home -- Yellow pages -- Direct mail -- New media -- Local media planning: Matching media with markets -- The local market profile -- Research on a local level -- "Niche" and specialty media markets: Mass media as niche media -- Exclusive niche media -- Niche segmentation -- Ethnic, attitudinal, and lifestyle segmentation -- Niche media plans -- New/Interactive Media planning: Media's changing world: New media & the digital revolution -- Moore's law -- The benefits of digital marketing -- Convergence -- New media technology: The internet -- The intranet -- Wireless media -- General business applications -- Home & personal entertainment -- Media in cyberspace: New media advertising techniques -- Website advertising -- New media billings models -- Selling advertising online -- Online media kits -- Media application in IMC: Media across IMC elements: Media of direct response marketing -- Media of promotional marketing -- Media of marketing public relations -- Media in B2B marketing -- Media in relationship marketing -- Media in sports marketing -- Media in entertainment marketing -- Multimedia and cross-platform integration: Considerations in cross-platform planning -- Why marketers want multimedia -- Why sellers sell multimedia -- Who are the big multimedia players.