Media research and media planning

Media Planning is one of the fashionable phrases of the advertising market. This fusion, in our opinion, the result of a non-systemic understanding of the foundations, procedures and technologies behind this phrase.
How are the data, on the basis of which the media planning of advertising campaigns is carried out? What restrictions impose methods and methods for obtaining research information on media planning procedures? What place is the media planning in the structure of the advertising campaign? What types of analysis preceded the media planning stage? What should contain an assignment and placement of an advertising campaign? What belongs to the strategic part of media planning and what actions are made at the level of media planning tactics? What is the difference between media effects and the effectiveness of the advertising campaign and how are they evaluated?
If you still do not know the answers to these and a number of other issues, then maybe you will find them here. And, by the way, the book is based on both foreign and domestic experience