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

By Philip Hanson

Publication by means of Hanson, Philip

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

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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.

It is almost certainly more of a prescription for the future than a description of the present -two genres that are always hard to disentangle in Soviet economic literature -and perhaps describes the most developed of the existing kombinaty in, for example, the STR system (see above). In addition, there are advertising departments (AD in chart 1) in some city and regional trade administrations. There are also some in the biggest department stores. The work of these departments is quite extensive; they place some advertising with local television, radio and press as well as producing retail display equipment.

It combines the intermediary and creative work of an agency with the production of advertising equipment: shop-display equipment, neon signs, printing work and so on. For accounting and control purposes it is an independent unit and is expected to cover its costs from revenue and to earn some profit. In 1969 it was responsible for the administration of eleven plants. It also had nineteen regional branches in different parts of the country. 1 5 Some at least of its regional branches themselves combine agency and production work.

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