Principles of effective planning of advertising activity in the 21st century

The paper contains a description of the key twelve principles of advertising planning, which can be used in the period of media strategy preparation. Such principles will help to solve the tasks of media mix selection and strategic work with different advertising tools. The aim of the research is to determine the key principles of effective planning of advertising activity, which will be actual for media planning in the 21st century. The main principles of ad planning contain reach maximization, multi-media mix increases synergy effects, online plus TV as these communication channels perfectly complement each other, online video is another TV channel, the display provides the additional frequency of contact with potential consumers, mobile thinking, adaptation of creatives, considering of regional specificity, optimization of campaign building architecture, performance is not only online, programmatic is audience targeting and brand safety is the protection of the brand environment. The research results will be useful for marketing practitioners, strategic managers, and scientific society for the improvement of advertising planning and future development of marketing principles, considering all changes which will appear in the 21st century. The proposed principles of media planning make it possible to increase the validity of marketing decisions and improve business and advertising results, so they are recommended for implementation in Ukrainian and international companies.