Abstract
The purpose of the article is to study social advertising as a method of establishing sustainable social relations, the peculiarities of using social advertising tools in management and approaches to the institutionalization of social advertising. It is established that the reform of the socio-economic development management system in Ukraine requires the development of new approaches to the solution of the tasks of institutional, regulatory and informational support for social change. One of the most important conditions for the effectiveness of this process is the effectiveness of the regulatory function of the state in ensuring the success of reforms and their positive perception by society. The urgency of the study of social advertising in the context of managing social processes is also due to the fact that today the concept of a social program for the development of society is implemented in Ukraine and national projects are implemented in certain spheres of society's life. Important factors in the implementation of these processes are informing all segments of the population about different development strategies of the state and basic social values. That is why the main tools for solving these tasks should be informational (communicative) policy and social advertising. Promising research is related to the identification of main areas and types of social advertising in Ukraine, its structural elements, making features, location, skills development of advertising and marketing activities and all of this to improve the effectiveness of social advertising.
Published Version
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