Opportunities of using socio-political advertisement to increase the political awareness of the population of Uzbekistan

Abstract. In the period of democratic reforms, and civic reforms, one of the main challenges associated with the implementation of socio-political advertising in the formation and management of public opinion is to achieve its effectiveness. How can one measure the effectiveness of socio-political advertising? It is relatively easy to determine the effectiveness of commercial advertising - it is enough to determine the ratio of advertising spending to the growth of sales of goods. But determining the effectiveness of socio-political advertising is a complex task. The effectiveness of socio-political advertising is determined, at first glance, by the increase in the number of votes cast for a particular political force, the number of supporters of a political party or a particular social group. However, it should be kept in mind that the possibilities of directing people's choice to the necessary channel with the help of socio-political advertising are limited. In particular, social advertising usually serves to target a specific audience at a particular time and place.

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