Theory and Practice of Media Planning : Aspect of Methods

The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media, and later this distribution chain included advertising distributors. In its applied meaning, media planning is defined as the process of choosing a channel, advertising medium, place, time, size, frequency of advertising and its justification. In conclusion, we note that professional activity in the field of advertising is aimed at ensuring its effectiveness with regard to the requirements of consumers, industry-specific conditions, and business environment and is an integrative system of multifunctional duties, one of which is the possession of basic media planning skills