SOCIAL ADVERTISING AS A COMMUNICATION MANAGEMENT RESOURCE

The article considers social advertising as a communication resource of management. The interpretation of social advertising by Ukrainian and foreign scientists is given. The focus is on the differences between «social advertising» and «non-commercial advertising». It is noted that social advertising is used to more effectively manage and regulate social processes, disseminate important social and legal information, form the right public opinion and involve citizens in solving current problems in the social sphere of their lives. The article reveals the general problems of social advertising in Ukraine, reflects its reality and impact on modern Ukrainian society. Attention is focused on the fact that the current state of social advertising in Ukraine remains in its infancy, because there is no single governing body in the country, because there is a lack of experience, lack of information support and many other factors. Despite the publicity of the issue, demographic, economic, political and social issues, social advertising does not find significant support from the government and other bodies. Insufficient awareness of the specifics of the work and development of advertising has a negative impact on the mechanisms of improving existing problems in Ukrainian society, which in turn affects the lack of effective regulation of social processes. These trends emphasize the need to change the legal framework governing relations in the field of advertising, training of highly qualified professionals who will develop advertising, providing conditions to strengthen the impact of social advertising on the formation of high morals, ethical views in Ukrainian society. The analysis of the components of full-fledged social advertising is made and their content is revealed. Trends in the development and promotion of social advertising in Ukraine are revealed. It has been proven that the type of such advertising is needed in order to promote social ideas. In a developed society, social advertising is one of the tools to improve the management of various social spheres. In order to optimize the development of social advertising in Ukraine, the authors recommended to implement a number of organizational and legal measures. Conclusions from this study are made, suggestions for further development of this issue are given.