COMMON CHALLENGES AND TROUBLES DURING BUILDING A MEDIA PLAN

The article emphasizes the problems and challenges that may arise when creating and implementing a media plan. They are presented, grouped and systematized into groups that are described in detail. A broad overview of the problems in creating a media plan through examples of unsuccessful communications of brands that were due to a media plan error was provided. Ways of solving these problems and methods for their prevention are considered. It is shown how important it is for a media choice specialist to pay attention to details and study in detail all the factors that may affect brand communication when creating a media plan.