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The article deals with theoretical and methodological principles of the effectiveness evaluation of measures for information and propaganda support of the Ukrainian Armed Forces. It defines the conceptual-categorical apparatus, structure, principles, functions of efficiency evaluation of information and propaganda support. Particular attention is paid to the examination of the methodological basis of the evaluation, based on its role and place in the structure of the process of information and propaganda support of troops in the military-political conflict. The article determines prospects for further research which will consist in defining and grounding approaches to the selection of models and methods for effectiveness evaluation of promotional activities.

ТЕОРЕТИКО-МЕТОДОЛОГІЧНІ ЗАСАДИ ОЦІНКИ ЕФЕКТИВНОСТІ ІНФОРМАЦІЙНО-ПРОПАГАНДИСТСЬКОГО ЗАБЕЗПЕЧЕННЯ ЗБРОЙНИХ СИЛ УКРАЇНИ