Technology has revolutionized communications systems, providing markers with the ability to collect and disseminate information around the globe at lightning speed. This is perhaps, the most dramatic change affecting the advertising industry. The mass comminicationas system that have been in space for more than 75 years are being turned upside down. Whereas marketers once looked at customers as a broad, homogenous mass, they are now able to know more about these same customers and communicate with them more and more meaningfully-even individually. Development oa a marketing strategy for a new product or service must identify and evaluate the main means of communication such as advertising, personal selling and sales promotion, depending on the target market.

Advistiisn is in a state of transition. We are moving away from a focus on products towards a focus on cusotomer, away from mass production and mass communications towards customized production and and targeted communications.

Although today's advertisers need to look ahead to how advertising will likely be planned and executed in the future,

Individuals need not believe all these mystifications, but they must behave as though they did, or they must at least tolerate them in silence, or get along well with those who work with them. For this reason, however, they must live within a lie. They need not accept the lie. It is enough for them to have accepted their life with it and in it. For by this very fact, individuals confirm the system, fulfil the system, make the system, are the system.12

This "temporary" measure was never revoked, and remained in effect until passage of the press law in June 1990.

Magazines, the other example of media that use prestige products and the printed page give the opportunities to explain a prodct in some detail. In addition, magazines remain a excellent way to reach specialised audience for products who target is in term of lifestyle.

There was a great deal of lively public discussion about the rewriting of Soviet history practiced over the years. Some works by Western scholars, especially historians writing on early Soviet history, were translated and published in Soviet journals and as separate books; and Soviet scholars began to fill in the "white spots" in their own history, based on documents only recently available to them. (The proceedings of a "roundtable" discussion among several prominent Western specialists on the Soviet Union have been published in connection with this exhibition.) The opening of spetskhrany throughout the country (special exhibits in many libraries displayed recently liberated publications) also occasioned lively public discussion about the periodic "purges" of library shelves to remove works declared unacceptable at various times. The room housing the spetskhran in the All-Russian (then All-Union) Library of Foreign Literature was turned into a reading room for children, and t!

Publicity has several advantages. In additon to the low cost, the material has more credibility and consumers accept is as news information. There are several methods that can be used to gain publicity. Each method includes contributionjof prize, sponsorship of civic activities, release of news about the company's product, and announcements of the company's promotional campaign. Publicity ir also effective when the editorial ontent can influence purchase and should be measured by sales inquiries and changes in the attitude or response pattern of the public.

Finally, the passage of the press law in June 1990, after years of delay, was a milestone, and despite problems in implementation (discussed below) this development must be seen as a positive one.16

Stalin used this unique power of film to rewrite history, and to control a nation. For an example of Stalin's use of film propaganda, click here.

My research suggests that in the Soviet period, imported publications have been channeled into four categories quite analogous to those used in imperial Russia: 1) those that circulate freely, including some works with a socialist orientation, some science and technology titles, some art publications, and other works deemed harmless; 2) those banned absolutely (more difficult to describe than in imperial times, since no published lists were available); 3) those sent to the spetskhrany, similar in some respects to the treatment of works "banned for public" by the imperial censorship, available only to readers with proper credentials; and 4) the equivalent of works "permitted with excisions": those Soviet-made translations of foreign works mentioned above, the excisions to be found both in the selection of works to be translated and in the translation process itself. We should remind ourselves that the foreign author was not personally involved in this process; indeed, it is cle!

ng star of Soviet music, was poised to inherit the poet's mantle as figurehead of Soviet youth culture. Under these circumstances, their meeting was bound to be chilly.

The complexity of Stalin's visual stature is that while he was portraye

Some common words found in the essay are:
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Approximate Word count = 8400
Approximate Pages = 34 (250 words per page double spaced)