Interaction between Government Departments in Outdoor Advertising Sphere (the Case of St. Petersburg)

The visual image of the city is the main element of urban development. Today outdoor advertising is becoming а critical aspect of city design and for this reason, it becomes more important to manage and control it. Throughout the world, there are different thoughts related to outdoor advertising. Thus, the researchers have different ways to understand the interplay between outdoor advertisement and the urban environment. Finding the tools for effectively managing outdoor advertising emerges as the most important challenges faced by authorities. This paper's goal is to develop recommendations for more effective advertising regulations in St. Petersburg as a historical city. The research provides new results by examining the interaction of departments, which are responsible for outdoor advertising in St. Petersburg. The study will follow three stages: the analysis of local authority's regulations, the analysis of existing mechanisms of managing outdoor advertising; qualitative empirical research in-depth interviews with department representatives. As a result, a list of recommendations proposed in this paper can be used by these departments and can be applied in future practice.