Theory and Practice of Media Planning: Aspect of Methods

ISERD – 575th International Conference on Economics, Management and Social Study (ICEMSS), 02-03 April 2019, Putrajaya, Malaysia

10 Pages Posted: 23 May 2019

See all articles by Mariia Rubtcova

Mariia Rubtcova

North- West Institute of Management-branch of RANEPA

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus

Date Written: April 25, 2019

Abstract

The paper is devoted to an analysis of theory and practice of media planning: aspect of methods. The term “media planning” began to be used in the second half of the twentieth century in the United States, its initial task was to streamline work between advertising customers and the media, and later this distribution chain included advertising distributors. In its applied meaning, media planning is defined as the process of choosing a channel, advertising medium, place, time, size, frequency of advertising and its justification. In conclusion, we note that professional activity in the field of advertising is aimed at ensuring its effectiveness with regard to the requirements of consumers, industry-specific conditions, and business environment and is an integrative system of multifunctional duties, one of which is the possession of basic media planning skills.

Suggested Citation

Rubtcova, Mariia and Pavenkov, Oleg, Theory and Practice of Media Planning: Aspect of Methods (April 25, 2019). ISERD – 575th International Conference on Economics, Management and Social Study (ICEMSS), 02-03 April 2019, Putrajaya, Malaysia, Available at SSRN: https://ssrn.com/abstract=3377976

Mariia Rubtcova (Contact Author)

North- West Institute of Management-branch of RANEPA ( email )

St.Petersburg
Russia

Oleg Pavenkov

Russian Academy of National Economy and Public Administration under the President of the Russian Federation (RANEPA) - Moscow Campus ( email )

Moscow, 119571
Russia

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