Spline mapping is useful for mapping curved objects with a cylindrical cross-section, such as a snake or tentacle, as well as curved flat surfaces such as a winding road. This feature lets you use any spline to specify mapping on a mesh surface, as well as manipulate the mapping gizmo via cross-sections for greater accuracy. The result more closely approximates the actual shape of such objects than other mapping methods, making it easier to create convincing texture maps.
The following illustration shows two objects that were created by extruding a circular polygon along an S-shaped spline. Such objects have no native mapping coordinates. The object on the left uses simple planar mapping, with the plane parallel to its largest dimension. The object on the right uses spline mapping, with the spline (also used to extrude the polygon) inside the object.

You can adjust spline mapping in two ways:
When manipulating cross-sections, keep the following points in mind:
+clicking, region-selecting, and, to select all cross-sections,
+A. Selected cross-sections are yellow, and unselected ones are orange. 

To use Spline mapping:
(Spline Mapping). The Spline Map Parameters dialog opens.
At this point, or if you already applied a spline, the mapping gizmo appears around the spline, showing the outlines and cross-sections.

S-shaped object with circular spline mapping
+A), then click the Align To: Face button, and then click a face on the surface. 
These settings are for overall mapping.
Lets you specify a spline to use for mapping. Click this button and then select the spline. After you specify the spline, its name appears in the space above the button.
If the spline contains several elements, the element used for mapping is the one you click.
Lets you specify how the modifier projects the map onto the mesh.
With circular projection, the cross-sections are circular by default. You can change the mapping by transforming these cross-sections. For example, you can create a spiral mapping effect by rotating the cross-sections around their local Z axes by successively greater amounts.
With planar projection, the cross-sections are lines. For best results, make sure the cross-sections are parallel to the mesh surface, and perpendicular to the spline used for mapping. In most cases, this happens by default.
When on, uses the pelt seam as the texture border. When off, uses the green seam line built in to the spline-mapping gizmo.
This option is available only with Circular mapping, and works best with relatively simple objects with open ends.
After you assign a spline in the Spline group (see preceding), 3ds Max applies the spline mapping to the object, creating a cross-section for each vertex in the spline. The settings in this group let you manipulate the cross-sections. To select a cross-section, click it. To select all cross-sections, press
+A.
In Spline mode you can transform selected cross-sections in the local coordinate system, moving, rotating, and scaling them as you like to adjust the texture coordinates.
Resizes selected cross-sections to match the adjacent geometry.
Lets you add cross-sections for finer control over the interpolation of the mapping between cross-sections. Click this button and then click the spline where you want to add a cross-section. The mouse cursor changes to a crosshairs when over the spline. Continue adding cross-sections as necessary, and then click the button again to exit Add mode.
Deletes any selected cross-sections. The end cross-sections cannot be deleted.
This tool is most useful with Planar mapping.
Lets you specify the number of evenly spaced cross-sections. Set the numeric value and then click the Reset Count To button.
This tool is useful when the mapping spline has many vertices, and you want to reduce the number of cross-sections to a manageable number.