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
These range from small workshops producing mannequins for shop windows to embryonic agencies, with the Baltic states, as usual, reputedly in the lead. There are parallel organisations, generally smaller, in the rural domestic trade system of the consumer co-operatives. Glavkooptorgreklama is the national-level organisation, with Roskooptorgreklama (chart 2) in the Russian Republic and Ukrkooptogreklama in the Ukraine. These, too, have regional kombinaty. 1 L Chart 3 is an organisation chart for a consumer co-operative regional kombinat.
33). The Soviet economy and advertising 21 consumer-goods supply to the pattern of demand, 8 though this is weakened by the prevalence of sellers' markets. It is the net effect of these different organisational influences that determines the volume of marketing expenditure. Overall, the situation in respect of controls, shortages and the general environment of marketing is in some ways reminiscent of early post-war Britain, though the extent of central control is certainly greater. Soviet advertising organisations Practically all the Soviet organisations that have the word 'advertising' (reklama) in their titles are relatively new.
There are references to the latter in the literature, for 1966 and 1967. 1 To what extent the two kinds of data overlap is not clear. A great deal of the advertising financed by the distributive system, but by no means all, is channelled through STR, RTR and UTR (see chapter 2 above). At the same time, some of these organisations' turnover is financed by manufacturing and service organisations. Moreover, actual advertising expenditure by the distributive system corresponds roughly, but not exactly, to the official advertising appropriation (see next section).
Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia by Philip Hanson