By Philip Hanson
Booklet by means of Hanson, Philip
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Extra resources for Advertising and Socialism: The Nature and Extent of Consumer Advertising in the Soviet Union, Poland, Hungary and Yugoslavia
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. It is almost certainly more of a prescription for the future than a description of the present -two genres that are always hard to disentangle in Soviet economic literature -and perhaps describes the most developed of the existing kombinaty in, for example, the STR system (see above).
It might refer only to the expenditures of local organisations. 042 per cent of retail turnover. 04 per cent of turnover. Given this correspondence, we can reasonably conclude that the 1967 figure is the official return of advertising expenditure by the distributive system. The volume of advertising by exporters to the USSR and the volume financed by Soviet producers, as opposed to distributors, should be added to this total but are not available. However, it appears that 55 per cent and 30 per cent of foreign advertising expenditure in some recent year were on technical and other journals and newspapers respectively.
The paper was also unable to get permission to take on more staff to handle advertising. It therefore stopped taking any more, having no interest in doing so, and actually losing by it from the increased and unrewarded work-load on the existing staff. When the regional press administration asked, as a favour, for an above-plan profit payment from the paper of 20,000 rubles to help it out of financial trouble, the editor offered 30,000 which he could get from increased advertising provided he could get a 2-3 per cent allowance on costs for extra bonuses in return.