Planning and Implementation Program of Advertising The problems associated with planning an advertising campaign are an issue of fundamental theoretical and practical importance. Given the dynamic development of the media and advertising markets, one problem is how to use an advertising campaign plan as effective management tool- In this article an attempt is made to define and order the key concepts connected with planning an advertising campaign. It is shown that an advertising campaign plan is a fun- damental management tool. The article considers the organisational and methodical bases for planning an advertising campaign, as well as its effectiveness. An appropriately prepared advertising campaign plan is a factor influencing the effectiveness of advertising activities and thus the activities of the enterprise on the market..