Eastern Europe: Running It Up the Danube

"Apple juice is good for you," proclaims a billboard in Budapest. "Capture time, take photographs," urges a TV commercial in Prague. "Fly by airplane," reads a Soviet poster. Rudimentary as they are by Western standards, such ads are sign and symbol that the men in the grey flannel öltöny have found a place in increasingly consumer-minded Eastern Europe.

This was nowhere more in evidence than at last week's annual World Marketing Congress in Vienna, where Communist admen traded Madison Avenue jargon with some 500 Western experts. "The common efforts in the technology of research, interpretation of results and...

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