Campaign tries to change Russia's 'disgust' of advertising

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MOSCOW--The Russia chapter of the International Advertising Association (IAA) will launch in late January a national TV and print campaign designed to change people's negative view of the ad industry.

"The level of disgust toward advertising is one of the highest in Europe," says Ruslan Tagiev, research director of Gallup Media Russia,which recently conducted a survey for the IAA chapter that found 68% of Russians "dislike" commercials. The industry is even thought of poorly among a large minority of the young and those who have faired better economically under the country's transition toward a market economy.

The survey found that 31% of those who disliked advertising were aged 16 to 34. Of those who say they dislike advertising, 46% have enough money to spend on food, clothing and "expensive goods."

The ad industry's campaign will break Jan. 20 and will run in most national newspapers, including Kosomolskaya Pravda, Vedomosti and Ekstra M as well as the major national TV channels. Mr. Tagiev says the ads will mirror the IAA's long-running campaign in Latin America, the U.S. and Europe, in which consumers will be informed that advertising helps lower the price of soccer tickets and lets people watch TV for free.

Copyright January 2000, Crain Communications Inc.

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