In this monograph, as a result of combining practical knowledge in the field of advertising with scientific research methods, for the first time in the domestic scientific and practical literature, a comprehensive analysis of various approaches to studying the effectiveness of advertising text in the media, as well as criteria for its assessment and testing methods, is carried out. The process of creating an effective advertising text is considered in its entirety and in a logical sequence - from choosing an advertising strategy depending on the marketing context of the placement, through solving media planning problems and to developing an advertising text taking into account the initial marketing data and media planning parameters, as well as depending on the media context of its placement.