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Citizens of the former Soviet Union don't think much of advertising, compared with consumers in the rest of the world.

According to a recent global study, only 9% of residents of the former Soviet Union believe advertising provides good information and 10% said it respects consumers' intelligence. That's compared with total global results of 38% and 30%, respectively.

The study, coordinated by Roper Starch Worldwide, Mamaroneck, N.Y., and conducted by International Research Associates, surveyed about 40,000 individuals in person from 40 countries in March and April. Margin of error was 1 percentage point.

According to Roper Starch, this is the most comprehensive global study of consumers ever.

Complete study data will be disclosed during Roper Starch's Global Conference on research June 15 and 16 in New York.

Only 23% of people from Russia and Ukraine believe advertising is creative and entertaining. In contrast, globally 61% appreciate advertising for its creativeness and entertainment value.

"Russians have not been exposed to advertising until recently," said Thomas Miller, senior VP at Roper Starch, in an exclusive preview of the study given to Advertising Age. "Much of the old advertising was state-sponsored propaganda, leading the public to become cynical."

Mr. Miller added that the former Soviet Union is a challenging market for advertisers, explaining, "Marketers must reshape consumer attitudes, and advertising will not pay off overnight."

In contrast, Asian consumers have a positive attitude toward advertising. Of those surveyed, 47% said advertisers provide good product information and 40% believe advertisers respect consumers' intelligence.

Mr. Miller attributes Asia's optimism to strong economic times.

The U.S. has mixed emotions about advertising. While 86% are eager to criticize marketing practices aimed toward children, 75% praise marketers' creativity.

The study broke consumers into four types of shopping styles. According to Roper Starch, styles are shaped by whether the country is developed or a developing nation.

Price Seekers predominate in western and eastern Europe, and Japan. Mr. Miller said that is because those markets are more competitive and haggling over price isn't common.

Deal Makers are the major players in Asia, Latin America and the Middle East. Mr. Miller said those cultures have less competition among brands and a strong tradition of open-air markets.

The U.S., with its diverse cultural make-up, contains both styles. Deal Makers comprise around 37% of the population with Price Seekers at 36%.

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