haku: @author Oehler, T. / yhteensä: 2
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| Tekijä: | Oehler, T. |
| Otsikko: | From party rule to rating rule: Advertising and media market Hungary. |
| Lehti: | Markenartikel
1993 : JUL, VOL. 55:7, p. 352-360 |
| Asiasana: | ADVERTISING MARKET STRUCTURE ADVERTISING AGENCIES ADVERTISING RESEARCH INVESTMENT HUNGARY |
| Kieli: | eng |
| Tiivistelmä: | The first part of paper describes the relation of direct command and direct dependence between media and the commu- nist central party prevailing until 1987/88. The second part places the new "Hungarian model" in the political context and considers the proof of the problematic use of market as a regulatory mechanism. The third part of the paper analyses the situation of the main advertising media, the expanding of the advertising agencies, their clients, as well as the media and market research institutes in Hungary. |
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