METHODOLOGY OF ADVERTISING MEDIA PLANNING

Abstract

The content of advertising media planning is specified. Traditionally the mainstay of media planning is a media strategy, which is usually worked out by the media departments of the Agency in conjunction with the teams of research and development of advertising and marketing, representing the brand. After making a plan the procurement department, sometimes a part of the advertising agency, furthers the product to specific customer segments. Attention is paid to strategic media planning which is based on the analysis of target groups, regions and markets, marketing situation taking account of firms and companies specific participation.