In this monograph, as a result of combining practical knowledge in the field of advertising with scientific research methods, for the first time in the domestic scientific and practical literature, a comprehensive analysis of various approaches to studying the effectiveness of advertising text in the media, as well as criteria for its evaluation and testing methods, is carried out. The process of creating an effective advertising text is considered in its entirety and in a logical sequence - from choosing an advertising strategy depending on the marketing context of placement, through solving media planning problems and to developing advertising text taking into account the initial marketing data and media planning parameters, as well as depending on the media context of its placement . At the end of the work, special checklists are provided for a preliminary comprehensive assessment and testing of the effectiveness of advertising text in various media, which will significantly optimize advertising investments and increase the productivity of advertisers. The work will be of interest to graduate students and teachers of disciplines related to advertising, as well as advertising practitioners, employees of advertising departments and services of enterprises and the media.