Download Advertising and Socialism: The Nature and Extent of Consumer by Philip Hanson PDF

Download Advertising and Socialism: The Nature and Extent of Consumer by Philip Hanson PDF

By Philip Hanson

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Additional info for Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia

Sample text

2 4 Simultaneously diverting demand from 'scarce' items, it helps to reduce macroeconomic disequilibrium in consumer markets with predominantly fixed prices. New goods are included only to the extent that they are also 'sufficient'. In the current prevailing view, therefore, specialised advertising organisations need not concern themselves very much with market research. They are mainly linked with the distribution system. The product-group wholesale divisions of the All-Union or republic ministries of trade provide them with information on products to be advertised, on the basis of stock and sales data.

042 per cent of retail turnover. 04 per cent of turnover. Given this correspondence, we can reasonably conclude that the 1967 figure is the official return of advertising expenditure by the distributive system. The volume of advertising by exporters to the USSR and the volume financed by Soviet producers, as opposed to distributors, should be added to this total but are not available. However, it appears that 55 per cent and 30 per cent of foreign advertising expenditure in some recent year were on technical and other journals and newspapers respectively.

It is intended to co-ordinate and plan all Soviet domestic advertising, but it is freely admitted in the Soviet literature and in conversation with Soviet advertising people that this is not yet being done by anyone. The whole subject of central control of advertising will be discussed below. g. elimination of duplication) of other advertising plans. In practice, it appears to be not very active. It also appears to be subordinate, via its chairman, to the USSR Trade Ministry. It is sometimes argued that it should be directly subordinate to the Council of Ministers rather than to any one ministry.

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