Principles of Selecting Radio Stations and Programs for Advertising Placement Using the Example of Sberbank

The article is devoted to the development of a media plan for an advertising campaign for a children's debit card of Sberbank PJSC on the radio. The article examines in detail the stages of developing a media plan, including choosing a target audience, analyzing popular radio stations in Novosibirsk, and determining the optimal time for advertising. The author of the article provides calculations of the advertising campaign budget, including the costs of creating an audio clip, advertising placement, and possible discounts. Key performance indicators such as GRP (Gross Rating Point) and CPP (Cost Per Point) are also calculated, which allow you to evaluate audience reach and the cost of an advertising contact. The article emphasizes the importance of media planning for effective management of the advertising budget and achieving campaign goals.