Khudar S. Social advertising as a mechanism for optimizing public administration

In dissertation work an important scientific problem is solved, which consists in developing an author's approach to the substantiation of theoretical and methodological principles of social advertising as an instrument of optimization of public administration. The theoretical and methodological principles of the research of social advertising in the context of modern research approaches are revealed, which allowed to systematize the basic research concepts that ensure its clear conceptualization. The author's understanding of social advertising as one of the types of advertising communication is proposed, the functional purpose of which is the transfer of socially important information aimed at forming and changing public opinion, socially significant norms, values, models of behavior with the purpose of maximally involving citizens in the processes of formation and implementation of state policy. The main components that ensure the effectiveness of social advertising are identified, which thereby minimizes the negative tendencies of its synergistic-multi-lateral effect, among which: a) the stabilizing effect b) the socializing effect c) the integrating effect d) the mobilization effect; on the basis of this developed algorithm for the effectiveness of social advertising as a means of optimizing public administration, which allows you to technologically trace the dependence of the impact of social advertising on society as its target audience and the level of effectiveness of government-management decisions that, on the one hand, provide such an impact, and on the other hand, are in the structural determination of him; it is proved that social advertising as a form of public communication is effective only when it introduces ideas that have a total impact on society, responds to its interests and demands, and activates society for participation in the field of public administration through the relevant institutional structures. The mechanisms of optimization of state management of social advertising processes in Ukraine have been proved, that the effectiveness of state management of social advertising processes is based on observance of such basic parameters as "order-manufacturing-placement-feedback", which ensures univocal process of social advertising, serves to overcome functional dispersal between institutions involved in the development and placement of social advertising, allows structuring the subject social This is an advertisement in the direction of consolidation of its main conceptual ideas, which would be synchronized with the demands of society.