Programs and Practices to Improve Social Advertising Effectiveness

Abstract

In increase of social advertising effectiveness in Russian society, programs and relevant practices aimed at the development of social advertising in Russia play the greatest role. The article examines the experience of holding conferences in order to identify the most significant problems that hinder social advertising promotion both in the regions and in Russia as a whole. It is revealed that rejection of restrictive or prohibiting demonstrations of certain behavior models can be replaced by providing an alternative with explanatory component of the plot line, which, in turn, will significantly increase the role and influence of social advertising on the specific audience. However, insufficient education level of the specialists in the field under consideration, and often the lack of necessary competencies are a significant barrier to the development and promotion of social advertising in the country.