Perception of public service advertising by population of Ukraine

Виділено основні причини актуальності розвитку реклами соціального напряму. Наведено коротку історію виникнення соціальної реклами. Подано результати маркетингових досліджень сприйняття соціальної реклами населенням України. Виявлено споживчі переваги щодо основних характеристик соціальної реклами. Зроблено висновок про проблеми сучасного періоду розвитку соціальної реклами в країні.Выделены основные причины актуальности развития рекламы социального направления. Приведена краткая история возникновения социальной рекламы. Представлены результаты маркетинговых исследований восприятия социальной рекламы населением Украины. Выявлены потребительские предпочтения основных характеристик социальной рекламы. Сделан вывод о проблемах современного периода развития социальной рекламы в стране.The aim of the article is to determine the perception of the social advertising by the Ukrainian population on the example of Odessa. The results of the analysis. The main target audience of social advertising is the population, so it is advisable to learn how it perceives these information, content, form submission methods. Detection attitude of population of Ukraine to the social focus of advertising was done by marketing research of this problem. Research conducted in Odessa by a method of anonymous questionnaires. In the survey took part 100 people of different age, gender, occupation, wealth, marital status, and education level. The study found that only 13 % of respondents know in detail about the essence of the term "social advertising", most respondents (69 %) know about it superficially, and 18 % do not know at all. Answers to the question "How often do you pay attention to social advertising" as follows: social advertising daily attracts attention of 20 % of respondents; 57 % – notice this kind advertising a few times a week, and only 23 % do not interested in this information at all. Upon detection of feelings and emotions that can cause a social advertising majority of respondents (41 %) chose the answer “causes curiosity”, 26 % relate to it with indifference, 15 % have a sense of wonder, 7 % have a sense of joy, and the rest can feel anger or even disgust. The studies also found out that most people pay attention to social advertising on radio or television (37 %); 25 % may be interested in such advertising on the Internet; 23 % – on the street, and the rest - or in city transport (9%) or in print media (4 %). The question «Which topics of social advertising are the most relevant and «catchy»?» has been received the following answers: preference was given to advertising of traffic safety (34 %); second place (15 %) shared the advertising rights protection and assistance to sick children and the fight against alcohol, drugs and smoking; third place with 13% has taken advertising about the violence in the family; fourth (10 %) – the fight against various diseases and environmental problems. Various answers were received to the question "In your opinion, can social advertising change people’s behavior?". Thus, 47% of Odessa citizens believed that social advertising cannot change our behavior; 37%, in contrast, held the opinion that it has already changed it; and the other 16 % believed that behavior change is possible, but only under certain circumstances. The majority of respondents (48 %) believe that the most accepted social advertising in the form of posters or photographs; Video clips preferred slightly fewer respondents (42 %), while for cards and radio advertising "voted" quite a small number of respondents only 7 % and 3 % respectively. Conclusions and directions of further researches. Thus, we can conclude that in our society, unfortunately the question of social advertising and the effect that it should carry is hardly developed, social advertisements occupies a small share of information space despite of huge demand and benefit from it. In future we want to study production of formation mechanism of social advertising concepts (form, content, methods) to each separate subject that is covered by it