The concept of advertising stream as a kinematic characteristic in media planning
is given. The classification of advertising streams from the standpoint of deciduous
interval. The analysis of stream models of advertising campaign is presented.
Particular qualities of streams depending on the types of structural compositions
of advertising campaigns are showed. Conflicting situations in optimizing the
process of media planning of an advertising campaign is considered.
Strategic communications in the process of integration and media planning of the smart city advertising campaign
