By Philip Hanson
Booklet via Hanson, Philip
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Additional resources for Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia
None of them could quite be described as an advertising agency. It is widely agreed among Soviet advertising people, however, that some of them should evolve into institutions with the functions, broadly, of Western agencies. The commonest opinion is that such agencies will come into being when there are enough advertising specialists with enough experience to staff a number of separate concerns whose work consists only of the specialist activities characteristic of 2 I (1), pp. 12·19. The Soviet economy and advertising 29 a Western agency, and that the present shortage of advertising specialists is the chief problem.
In May 1970 it controlled eleven kombinaty and had a total labour force, including production workers, of 2500. Its director hopes to have UTR branches in all the oblast (regional) centres of the Ukraine by 1975. I 7 (2), p. 107; (29), p. 53. The Soviet economy and advertising 27 The state trading organisations of other republics have a variety of advertising kombinaty, subject to STR. These range from small workshops producing mannequins for shop windows to embryonic agencies, with the Baltic states, as usual, reputedly in the lead.
1 1 The difference is so large that, despite all the doubts surrounding this crude comparison, it seems to rule out the possibility that the low level of Soviet advertising expenditure could be fully or even largely explained by the relatively low level of per capita real personal income. Soviet per capita personal income levels in the mid-1960s were of the order of a half of UK levels. 1 2 For the UK, estimates of advertising expenditure going back to 1938 show it to have been in much the same ratio to GNP and consumption expenditure then as in 1958-61.
Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia by Philip Hanson