Media planning in the development and implementation of an advertising campaign in the media

Along with the objective demand for media planning, certain problems arise that make it very difficult to make optimal decisions. This situation is due to several reasons, among which is the growing diversity of media and, as a consequence, the focus on classical media, due to the availability of research data on them, and ignoring new, but more appropriate for the target audience. Second, advertisers are focused on a comprehensive solution to the media problem using TV and digital tools. Integrating TV and digital in one campaign is a way to optimize coverage of the target audience. But there is a problem of competent approach to cumulative campaign planning both on TV and the Internet. And thirdly, there are a large number of sources on the subject of media planning, but there is practically no information that corresponds to the modern media market and contributes to the solution of these problems.In this regard, there is a need to use new approaches, because the effectiveness and success of the advertising campaign is largely determined by the quality of the developed media strategy for the placement of advertising messages.