The document defines key terms used in media planning including reach, frequency, impressions, gross rating points (GRPs), continuity patterns, cost per thousand (CPM), target CPM (TCPM), and cost per rating point (CPRP). It explains that greater reach is preferred when the message is simple, the goal is awareness, and the audience is broad. Greater frequency is better for complex messages, narrow audiences, direct response needs, or distinctive brands. Continuity, flighting, and pulsing describe patterns of continuous or periodic advertising schedules. Media are evaluated based on reach, selectivity, flexibility, efficiency, and competitors' strategies.