An analysis of FMCG advertising effectiveness in Russia
Olga Zaitseva MediaCom
Russia is one of the world’s fastest developing economies. Along with Brazil, India and China, Russia is one of the (BRIC) markets which, while each possesses unique characteristics, are all benefiting from changes in their political systems, which has unleashed the combined consumer demand of 43 percent of the world's population.
The Russian market differs significantly from other European and world markets in terms of its economy, media sector and consumers. All these factors strongly influence the advertising...