Gulakova A. Social advertising as a component of the informational and motivational mechanism of public administration

The object of study - information and motivation mechanism of public administration. The aim - to study the theoretical and methodological principles and develop practical recommendations on the prospects for the use of PSAs in the public administration information- motivation mechanism functioning. Research methods - general research methods and special techniques : historical and logical methods , abstract logic , comparative , institutional structural- functional analysis method, economic- mathematical methods, sociological survey methods and analysis . The results practical significance - the main ideas and research findings expand the scientific social advertising understanding as an important component of public administration information- motivation mechanism. Scientific novelty of the results is to justify the theoretical foundations and methodological approaches to improving information and motivation mechanism of public PSAs administration based. For the first time - offered a scientific approach to the use of PSAs public authorities in Ukraine. Improved - the methodology for calculating the social advertising effectiveness, public authorities information policy conceptual foundations, social advertising management state power mechanism the social advertising tools. Received further development - approaches to the classification of social advertising principles forming unit PSAs in the state information policy, the legislation certain provisions interpretation, social advertising methods.