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,

>From the beginning of his rise to power, Stalin developed a strong visual representation. With the destruction of religion, the Russian people were looking for new icons; Lenin and Stalin would fill this void. Stalin would foster the "cult of Lenin," and then build his own cult of personality on the coattails of Lenin.

Stalinist cinema was not limited to self-serving portraits of Lenin and Stalin. The greatness of life under Stalin, and the superiority of the Soviet state was also touted in film. Circus (1936) contains all the elements of a Socialist Realist film. Anti-fascism, ethnic equality, the democratic constitution, the new Moscow construction, and the glory of life under Stalin are all displayed. In the film, an American circus star is run out of her Kansas home after giving birth to a Black child. She joins up with a traveling circus, run by a German ringmaster. The ringmaster is portrayed as lustful and anti-Russian. While performing in Moscow, the woman falls in love with a Russian acrobat. Out of jealousy, the ringmaster reveals the identity of the woman's child in front of the circus audience. Rather than ostracize the woman, the Soviet audience sings the baby to sleep in a half dozen different languages. The new couple then marches through Red Square singing about their freedom!

The example in the marketing illustration of advertisng is that Ford used advertisment to promote inters international image by decorage the flags of major car producing countries in the ad in order to show that ford's car gets the best technology from all over the world.

During the failed coup of August 1991, which I was fortunate enough to experience in Russia, it became clear that the flow of information within the country and across its borders could no longer be controlled. In St. Petersburg (then still Leningrad) we listened to independent Russian radio and foreign "voices" (BBC, Radio Liberty, Voice of America, and others, including a rather bizarre joint-venture rock-music station). Independent newspapers continued to publish as best they could and were read by thousands from sheets posted on walls and placards carried in demonstrations. After returning home I learned, to my delight, that fax and electronic mail had continued to function without interruption.

And what about the censorship of foreign publications? In some cases unacceptable passages were "whited out" (one might say "covered with sour cream," analogous to the caviar of imperial times). Another technique, widely used to excise unwanted material from foreign publications, is much harder to spot than "caviar" or "sour cream": the technique of excision via translation, in which undesirable passages are simply edited out of the Russian translation. Since Soviet-made translations were, for the most part, the only versions of foreign works available to most Soviet readers, this was a highly effective technique, illustrated in the exhibition by a 1967 translation of The Arrogance of Power by Senator J. William Fulbright and a 1978 translation of Studs Terkel's book Working.10

Firms, restricting the use of telemarketing.

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

Library collections were subject to intense scrutiny: within a few years of the Bolshevik revolution Lenin's wife, Krupskaia, was involved in issuing instructions for removing books from Soviet libraries, especially public libraries "for the masses"; one such list included biographies of, and works by, Descartes, Kant, Plato, and many others. (Actually, Krupskaia criticized this list, claiming

Some common words found in the essay are:
, Communist Party, Copyright Convention, Vaclav Havel, Soviet Union, Voice America, Anatolii Kuznetzov, Talmud Soviet, Webster's Dictionary, Lenin Library, soviet union, personal selling, soviet writers, stalin's image, lenin stalin, radio liberty, voice america, soviet-made translations, foreign publications, babylon affair, voice america including, joint-venture rock-music station, america including bizarre, bizarre joint-venture rock-music, lively public discussion,
Approximate Word count = 7847
Approximate Pages = 31 (250 words per page double spaced)