Abstract
In the Soviet Union's planned society where the means of production and distribution are government and Party monopolies, commercial advertising would appear to be superfluous. Official Soviet policy has always spurned advertising as economic waste and has at times denounced advertising and other “bourgeois capitalistic” devices as competition, production differentiation, and installment buying.
Why, then, is commercial advertising “catching on” in the Soviet Union and changing established marketing practices?
This article traces and evaluates the rise of this surprising new development in the leading Communist state.
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