The book outlines the features of popular advertising media and discusses the basic principles of media planning. Based on domestic and foreign experience, the author explains in detail and clearly what is needed to create the optimal concept of an advertising campaign, how to develop an effective advertising plan and what methods of testing the results are necessary. The book will be useful to employees of advertising departments of companies, media and advertising agencies. In addition, the book is of interest to students and teachers of disciplines related to advertising.