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

By Philip Hanson

Publication by way of Hanson, Philip

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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

They are subject directly or indirectly to centralised planning and control. The co-operative organisations (basically, collective farms and the Central Consumer Co-operative Union which administers rural retail trade) are integrated into the system of plans, allocations and instructions without being formally owned by the state. , p. 53. Most of this is said to have been from private firms, but advertising by state organisations was considered quite a reputable activity. Mayakovsky wrote some advertising copy for state enterprises and considered his (untranslateable) slogan for Mossel'prom to be 'poetry of the highest class'.

If this is so, advertising expenditure in the Soviet Union must be relatively very low. The main elements in the explanation of the low level of Soviet advertising expenditure (see the Introduction) therefore seem to be: first, the extent of sellers' markets (shortages and price controls); second, the extent of institutional monopolies in the Soviet economy, which weaken competitive pressures to incur advertising expenditure; and third, the extent of administrative allocation, as opposed to negotiated sale between independent parties.

50. e. below republic level) authority trade administrations (see below). Its annual plan and its turnover figures overlap with those of RTR in that both include Russian Republic expenditures in some national advertising campaigns, but it does not have powers to control either R TR or UTR activities. Any overall national control has to be at the level of the IDCA. STR is an All-Union combine -a fairly lofty status -and though attached to the USSR Ministry of Trade has a separate head office building several metro stops away from the· Ministry.

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