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Назва: Monitoring of Public Service Advertising in Current TV and Radiospace of Ukraine
Автори: Борисова, Тетяна Михайлівна
Ключові слова: public service advertising, social advertising, civil society, non-profits, television and radio stations
Дата публікації: 2015
Видавництво: Regional Innovations (France)
Бібліографічний опис: Borysova T. M. Monitoring of Public Service Advertising in Current TV and Radiospace of Ukraine / T. M. Borysova // Regional Innovations (France).–2015.–№ 1.–Р. 39–43
Серія/номер: ;1
Короткий огляд (реферат): Research results concerning the state of social advertising broadcasted by state television and radio stations of Ukraine in 2013 are presented in the paper. The structure of social advertising by such aspects as: thematic directions, orders, regional distribution, duration and frequency are analyzed in the paper. Analysis of the responses from the Ministry of Social Policy of Ukraine and 18 institutions and organizations managing by the State Committee for Television and Radio Broadcasting of Ukraine from 16 regions of Ukraine led to the following conclusions. First, to inform the public of the important problems a lot is done, but in relation to specific thematic areas measures are not always coordinated, they are rather scarce in nature. This is the reason why we think that seems that financial and time resources are spent significant but there is no focused approach. Second, the main customers of PSAs are government authorities. Third, the structure of social advertising by thematic aspects little corresponds to the most important priorities of Ukrainian society. The survey finds out a lag between the priorities of Ukrainian society defined by national and international researchers and thematic directions of social advertising. Unfortunately, social advertising broadcasting was not based on the priorities. Fourth, in the social advertising ordered by NGOs and foundations and broadcasted on television and radio stations, the topics in cultural and educational fields dominated. Fifth, the analysis has been found that broadcasting of PSAs through regions was unequal. On basic of the conclusions some recommendations are offered in the article
URI (Уніфікований ідентифікатор ресурсу): http://dspace.tneu.edu.ua/handle/316497/13639
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