Effective media planning in Russia

The paper describes the real situation with media planning and media research in Russia which may be similar to the problems of most developing countries but extremely complicated with the enormous geographical stretch of Russia.

Effective media planning in Russia

Alexander Kostyuk ROMOR Research Group, RussiaIliya Slutsky andAlexey Krasnov Media Arts Advertising Group, Russia

INTRODUCTION

This paper reports on the advertising market situation in Russia in the part concerning media planning. Basically, this situation is changing quickly and constantly, but it seems that the main market trends, unfortunately, will remain at the nearest future.

In general, the greatest problem of the Russian market is an immense geographical stretch. Actually, this has caused the rest of the problems, one of which is insufficient informational support to media planning and the...

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