Choice of media in Eastern Europe

Date of publication: June 15, 1971

Author: Károly Ravasz

Abstract:

The paper covers five "planned economy" countries. While significant differences exist among these countries, the considerations that justify the investigation of the choice of media on a regional basis, apply to them equally. Due to the relatively low volume of advertising, media research is generally still in its infancy. The special features of media selection due to the characteristics of the socialist planned economy, exist less in the methods and techniques than in the analysis and interpretation of the data.

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