The textbook reveals the theoretical foundations of the development of communicology, genesis, paradigms, functions and characteristics of mass communication. The methodological and organizational foundations of media planning are considered in detail, examples of the practice of compiling a media plan are given and recommendations are given on the implementation of specific plans for advertising in mass media. For undergraduate students studying in the direction of training "Advertising and Public Relations," as well as undergraduates, graduate students and teachers of higher educational institutions, researchers and specialists related to the theory and practice of communication, especially social communication.