Social marketing in public administration of social service institutions
| Autor | Hryhoriy Bukanov - Alla Kolesnyk - Oksana Tashkinova - Viacheslav Kotlubai - Viktor Koval |
| Cargo | Dnipropetrovsk Regional Institute of Public Administration of the National Academy of Public Administration under the President of Ukraine, Dnipro, Ukraine. E-mail: vip.gregorov@ukr.net. - Dnipropetrovsk State University of Internal Affairs, Dnipro, Ukraine. E-mail: coalision@ukr.net. - State Higher Educational Institution «Priazovskyi State ... |
| Páginas | 457-468 |
Periódico do Núcleo de Estudos e Pesquisas sobre Gênero e Direito
Centro de Ciências Jurídicas - Universidade Federal da Paraíba
V. 8 - Nº 06 - Ano 2019 – Special Edition
ISSN | 2179-7137 | http://periodicos.ufpb.br/ojs2/index.php/ged/index
457
SOCIAL MARKETING IN PUBLIC ADMINISTRATION OF
SOCIAL SERVICE INSTITUTIONS
Hryhoriy Bukanov
1
Alla Kolesnyk
2
Oksana Tashkinova
3
Viacheslav Kotlubai
4
Viktor Koval
5
Abstract: 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
1
Dnipropetrovsk Regional Institute of Public Administration of the National Academy of
Public Administration under the President of Ukraine, Dnipro, Ukraine. E-mail:
vip.gregorov@ukr.net.
2
Dnipropetrovsk State University of Internal Affairs, Dnipro, Ukraine. E-mail:
coalision@ukr.net.
3
State Higher Educational Institution «Priazovskyi State Technical University, Ukraine.
E-mail: Tashkinovaks@gmail.com.
4
National University "OdessaLawAcademy", Odessa, Ukraine. E-mail:
v.o.kotlubay@gmail.com.
5
Odessa Institute of Trade and Economics of Kyiv National University of Trade and
Economics, Odessa, Ukraine. E-mail: victor-koval@ukr.net.
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, socio-
economic problems, medical problems,
problems of vulnerable sections of the
population.
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