PUBLIC ADMINISTRATION IN THE FIELD OF FORMULATING STRATEGIES AND PROGRAMMES OF ADVERTISING ACTIVITIES

Abstract

The relevance of the research topic in the article is due to the growing importance of advertising in modern society, its impact on various spheres of life, the emergence of new types of advertising, and the formation of an advertising standard. It is emphasized that advertising has become an integral part of the economy, politics, culture and social life of society, and at the same time, it has gone beyond the scope of information content alone. It is proved that uncontrolled advertising activities may carry a number of risks, such as manipulation of public opinion, dissemination of false information, promotion of unhealthy lifestyles, etc. It is established that public administration in the field of advertising plays a relevant integrative function, ensuring a balance between the interests of business, citizens, society and the State. It is indicated that public administration contributes to the formation of a civilized advertising market, which contributes to the development of the economy, consumer information, and compliance with ethical and legal norms. It is emphasized that under the legal regime of martial law, advertising activity is subject to appropriate restrictions, the format of advertising is changing, and the patriotic trend of advertising in public relations is strengthening: first, support for Ukrainian brands emphasizes the importance of supporting the Ukrainian economy and local producers; second, support for the Armed Forces of Ukraine, as advertisers can direct part of their income to help the Ukrainian military; support for humanitarian projects, as advertising can help raise funds or volunteer assistance. The article substantiates a new paradigm of modern research of the role of public administration in the formation of strategies and programs of advertising activities. The author’s proposals on the theoretical and methodological foundations of public administration in the advertising sector, based on modern concepts of public policy, communication management and advertising business, are proposed for further research. The author emphasizes the expediency of analyzing the world experience of forming and implementing strategies and programs of advertising activities based on the existing concepts of public administration. Based on an assessment of the status and problems of public administration in the advertising sector in Ukraine, the article provides practical recommendations for improving the mechanisms of public administration in the field of forming strategies and programs of advertising activities in Ukraine. This article explores the organization of public administration in the formulation of advertising strategies and programs, examining the conditions, policies and institutions involved in this process.