ADVERTISING IN EASTERN EUROPE

The Background of Change for Advertising in Eastern Europe

That advertising may occur on a large scale in Eastern Europe in the 1990s is a function of the collapse of most of the Communist dominated governments in that region, and, in the case of the Soviet Union, to a liberalized approach to the function of marketing. That advertising will occur on a large scale in Eastern Europe in the 1990s will largely be a function of the successful transition of Eastern European governments from one-party rule to pluralistic democracy, and upon the successful transition of Eastern European economies from centrally planned regimes to market driven regimes.

The late-summer of 1989 witnessed the beginning of a most dramatic and rapid change in most socialist bloc countries in Eastern Europe. The western press, ever adversarial, covered the events as if they were a supreme sporting event, such as the Davis Cup, wherein one system is about to be vanquished by another. The Associated Press proclaimed "Going, going . . . . . . . Communism almost gone." In all probability, the press is correctùone system is about to vanquish another. The proble

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, with either the market economy concept or with capitalism. It is unrealistic to presume that the current political revolutions will produce uniform economic outcomes in all of the affected countries. For more than 40 years in the Eastern European socialist states, and for more than 70 years in the Soviet Union, citizens have become accustomed to highly disciplined, orderly societies. Regardless of the fact that the discipline and order was imposed, the potential for upheaval and chaos poses a threat to many people in these states. A failure of political and economic reform to lead to anticipated, positive political and economic results could create conditions so unsettled that citizens would demand a return to order, even if that meant a return to one-party rule. It is this situation which provides both a great opportunity and a significant threat to western advertisers hoping to succeed in Eastern Europe. Early Advertising Efforts in Eastern Europe When Coca-Cola and Pepsi Cola gained limited franchise rights to produce and market their products in the Soviet Union, they also gained very limited rights to advertise their products. The advertising for these products which was permitted in the early- and mid-1980s would h
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Approximate Word count = 1680
Approximate Pages = 7 (250 words per page)

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