- Subject index
In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.
Chapter 12: The Emergence of Advertising in Russia
The Emergence of Advertising in Russia
Western misperceptions about advertising in the former Soviet Union make it difficult for Western firms (firms based or operating in countries with market economies) to create messages and use mass information media to reach potential consumers there. In December 1991, when the Soviet Union ceased to exist, among the common misperceptions were (a) the belief that the Soviets had not created, produced, or used advertising; (b) the belief that advertising agencies did not exist in the Soviet Union; and (c) the feeling that the sole correct advertising system is one based on a free market Western model. By providing some information about those factors in this chapter, I hope to help Western professionals ...