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

By Philip Hanson

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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

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I have no evidence of this, but some of the differences in rates are hard to explain otherwise. Source: interviews. 4 The Nature and Functions of Soviet Advertising Product-mix There are no systematic data avaible on the distribution of advertising between product groups in the Soviet Union, even for the major advertising organisations. But the main features are fairly clear. The advertising organisations see their work as concentrated on 'new and sufficient' goods, as was pointed out in chapter 2.

It must start from the product and the state of the market and aim at the consumer. It must not waste resources (in the sense that advertising expenditure must show a good return); fifth, planned character. It must be linked to production and trade plans. These propositions do not mean a great deal. However, it would be a mistake to dismiss them as entirely meaningless, and irrelevant to the practical operations of Soviet advertising organisations (their relation to the content of Soviet advertising is discussed in chapter 4 below).

1 "Elsewhere I have estimated total indirect taxation net of subsidies in the mid-1960s to be equal to about 30 per cent of Soviet household consumption expenditure, compared with about 15 per cent in the UK. (Hanson, The Consumer in the Soviet Economy (Macmillan, 1968) chapter 6). But since 1965 the revenue from Soviet turnover tax, the main indirect tax, which falls preponderantly on consumer goods, has risen more slowly than household expenditure and almost certainly less than subsidies to items of consumption, notably housing and meat.

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