Romat E. Public advinistration in advertising sphere in Ukraine (theoretical and methodological aspects)

Object - advertising activity in Ukraine; the purpose is a scientific-theoretical substantiation of essence, context, functioning, genesis of public administration by advertising activity and defining of methodological receptions of its use in the processes of public administration in Ukraine; methods - comparison, abstraction, modeling, economic-statistical, historical, logic, functional-structural, system and the content analysis, the system approach; novelty - an overall objective of the public administration system by advertising activity in Ukraine and hierarchical system of its purposes, main principles of public administration and advertising policy have been determined for the first time. The essential contradiction of public policy in the sphere of advertising has been found out and alternatives to resolve it have been suggested; results - theoretic-methodological principles of communication policy development have been improved be means of study of approaches of introduction marketing elements to the practice in public administration, as well as introduction of non-advertising marketing communication methods (such as public relations, direct marketing, promotions, etc) to the practice of communication activity of public administration subjects.