The features of formation of the modern mechanism of public administration in the sphere of formation of strategies and programmes of advertising activity are studied. The components of the mechanism of public administration in the field of formation of strategies and programmes of advertising activity are analysed on the basis of allocation of the purpose of control in the special conditions of the State formation. The purpose of forming strategies and programmes of advertising activity is clarified - assessment of the state of compliance of a set of indicators of activity of public authorities with the rules, regulations, standards, norms and procedures established in the regulatory legal acts. The article provides a classification of the classical distribution of types of advertising activities based on subjectivity and functional distribution of powers.
It is emphasised 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 can 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 emphasized that under the legal regime of martial law, advertising activities are 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 programmes of advertising activity. 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, and new categories are introduced - public advertising, public advertising activity, public advertising service, public promotion. The author emphasises the expediency of analysing the world experience of forming and implementing strategies and programmes of public advertising activity on the basis of existing concepts of public administration, and analyses the experience of the United Kingdom and France. Based on the assessment of the state and problems of public administration in the advertising sector in Ukraine, the thesis provides practical recommendations for improving the mechanisms of public administration in the field of formulating strategies and programmes of public advertising in Ukraine.
The role of public communications in shaping the strategy of advertising activity at the State level in the context of systemic crises is indicated due to the expediency of conceptualising the place and importance of advertising in society. It is emphasised that under the legal regime of martial law, the place and role of public advertising have changed institutionally, and it is public advertising which is not only an integral part of the economy, politics, culture and social life of society, but also goes beyond the information field and acts as an information and communication mechanism for shaping the national image. It is proved that in the process of forming a strategy for public advertising activities, emphasis should be placed on effective communications with the public, and transparency should be ensured for the implementation of public policy and reform strategies.
