The article reveals the peculiarities of training applicants for higher education of the second (master's) level of higher education in the use of advertising and information technologies in future professional activities. Tasks, types and technologies of advertising and information activities in the social sphere are outlined. It is substantiated that the educational component "Advertising and information technologies in the social sphere" provides theoretical and practical training of higher education to create and use advertising products in future professional activities, implementation of advertising projects by means of advertising technologies in the social sphere, ability to independently find and master information. to acquire and produce new knowledge, develop professional skills and qualities; use general and specialized software to solve professional problems and carry out research
advertising and information technologies, social work, social sphere