SOCIAL MARKETING IN PUBLIC ADMINISTRATION OF SOCIAL SERVICE INSTITUTIONS

被引：0

作者：

Bukanov, Hryhoriy ^{[1
]}

Kolesnyk, Alla ^{[2
]}

Tashkinova, Oksana ^{[3
]}

Kotlubai, Viacheslav ^{[4
]}

Koval, Viktor ^{[5
]}

机构：

[1] Natl Acad Publ Adm President Ukraine, Dnipropetrovsk Reg Inst Publ Adm, Dnipro, Ukraine

[2] Dnipropetrovsk State Univ Internal Affairs, Dnipro, Ukraine

[3] Priazovskyi State Tech Univ, State Higher Educ Inst, Mariupol, Ukraine

[4] Natl Univ OdessaLawAcad, Odessa, Ukraine

[5] Kyiv Natl Univ Trade & Econ, Odessa Inst Trade & Econ, Odessa, Ukraine

来源：

REVISTA GENERO & DIREITO | 2019年 / 8卷 / 06期

关键词：

public administration; social marketing; social organizations; advertising; public relations; image;

D O I：

暂无

中图分类号：

D58 [社会生活与社会问题]; C913 [社会生活与社会问题];

学科分类号：

摘要：

The following conclusions can be drawn from the theoretical analysis and the results of the expert survey. Firstly, it is substantiated that social marketing is an effective mechanism for public administration of social organizations in Ukraine, and that public relations and social advertising are the leading technologies. Secondly, it is determined that the leading task of public relations in public administration is to develop concepts of social advertising and the formation of a positive image of the social service through information and advertising campaign on social services. Thirdly, it has been found that the more effective means of advertising the activities of social organizations are: TV and radio advertising; placement of articles in specialized (local printed) editions; booklets, memos, other handouts, and the main issues that should be covered in social advertising are: addiction, socioeconomic problems, medical problems, problems of vulnerable sections of the population.

引用

页码：457 / 468

页数：12

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