To date, most small and medium-sized businesses need in the media planning, which would have been able to use their advertising departments. The system must be affordable and easy to understand for users and for superiors. And naturally, the system should be based on scientific principles. The purpose of media planning – to answer the questions where to advertise when and how much to spend on this money. To date, most companies plan their advertising secret principles of this plan, and in sorvremennoy literature can be found only a general description of methods of planning. Therefore, such companies can only rely on advertising agencies that can plan and acquire the necessary research. But advertising agencies often do not use any kind of planning system, because advertisers do not know how and what to demand from the advertising agencies, and professionals in these agencies often lack the necessary knowledge to do so. This situation was 10 years ago – today, almost none of which has not changed.
This has led to the creation of accessible and understandable system media planning, through which an advertiser could plan their own advertising and monitor its effectiveness. Or supervise the work of ra. On this issue was written the book "Media Planning", and created the whole planning system, which includes: marketing research results (ratings media) viewer ratings and the formation of a program for direct media planning theory, based on and which are planned, constructed on the basis of probability theory and mathematical statistics. With the help of marketing research media collects information about the ratings of tv channels and radio ratings published Media, as well as limiting scope. Additionally, the program recorded prices for advertising. The user sets the parameters of the effectiveness of the media and on this basis to undertake the planning. Each market has a particular and this is taken into account when the problem and identifying the ca, which affects the ratings, and other parameters that affect the ultimate effectiveness of advertising campaigns. In conclusion, we note that the program is just a calculator, which helps person to make a decision, and the efficiency of its use depends on plennera – a person who uses it.