Methodological aspects assessing the media planning efficiency for the TV industry enterprises

In the article the authors consider media planning which is relatively new mar-keting technology for the Russian economy. The authors justify its role and valuein advertising industry enterprises. They propose original technique of assessingthe media planning effectiveness for the TV industry enterprises. They define thenecessary baseline data for this evaluation for the TV industry enterprises. Theproposed evaluation methodology provides specific activities, using appropriatemethods for assessing effectiveness in three stages: a preliminary stage, the stage ofthe media plan, and direct stage evaluation of the efficiency and summing up. Forbusiness-industry requires a systemic and interrelated economic and communica-tive efficiency of media planning.