Abstract:The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective planning of advertising activity, which will be actual for media planning in the 21st century. The main principles of ad planning contain reach maximization, multi-media mi… Show more
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