Abstract

The place and role of political advertising and political agitation in the electoral process as an example of extraordinary presidential elections - 2014in Ukraine are analyzed in the paper. It’s revealed a concept of «political advertising» within the Ukrainian legislation and the peculiarities of the legal regulation of its implementation during the presidential elections in Ukraine. Restrictions relating to forms of political agitation and the volume of financing. It was found that political advertising is a form of agitation and can be financed only with specially crafted by candidate election fund, the size of which, unlike elections to representative bodies of power is not limited. The analysis of the election funds of candidates in terms of establishing relationship between costs and result, which is one of the performance criteria of political advertising effectiveness in the electoral process. For this purpose, analysis of the cost structure of election funds, which are dominated by the cost of the media used. Also examines distribution channels of political advertising and the quality of the TV election advertising products. It is proved that political advertising affects electoral behavior, but direct relationship between the election’s success and amount invested in the political campaign funds are not found. That suggests the expediency consideration of other factors influence the electoral behavior, such as political program of applicants, their political experience, subjective preferences of voters and more.