By Philip Hanson
E-book by way of Hanson, Philip
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Extra resources for Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia
It carries out research on advertising methods and effectiveness, and with its foreign links it is, by general consent among Soviet advertising people, the most sophisticated advertising organisation in the Soviet Union. A good deal of the Soviet literature on advertising has been written by Vneshtorgreklama staff, notably D. B. Bekleshov (see Bibliography). Vneshtorgreklama is not formally linked to the domestic advertising organisations discussed below. Its chief importance to Soviet domestic advertising of domestic products is as a technical pace-setter and channel for information on foreign advertising methods.
To workplaces, libraries, etc. It is conceivable that in some cases many copies taken on subscription are not read. I have no evidence of this, but some of the differences in rates are hard to explain otherwise. Source: interviews. 4 The Nature and Functions of Soviet Advertising Product-mix There are no systematic data avaible on the distribution of advertising between product groups in the Soviet Union, even for the major advertising organisations. But the main features are fairly clear. The advertising organisations see their work as concentrated on 'new and sufficient' goods, as was pointed out in chapter 2.
Mikton, intended primarily for exporters from underdeveloped countries, contains an excellent survey of foreign trade advertising agencies in Comecon countries. 24 Advertising and Socialism interest in advertising. The council as such is supposed to meet twice yearly, but it has a permanent secretariat provided by the USSR Ministry of Trade, with the principal secretary located in Soyuztorgreklama, the all-union advertising organisation described below. DCA has four sections, dealing with the advertising of manufactured goods, the advertising of food products and 'rational nutrition', advertising methodology and aesthetics, and the economics and organisation of advertising, respectively.
Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia by Philip Hanson