ABSTRACT
The formal organisation of Polish advertising closely resembles that of Soviet advertising. It is the only Polish advertising organisation that could reasonably be called an agency. Like the Russians, the Poles have one major foreign-trade agency, Agpol , and a hierarchical structure in domestic advertising, with a top policy body, the Advertising Planning Council (APC), which in turn corresponds to the Soviet Inter-Departmental Council on Advertising. This chapter looks at the organisation of foreign-trade and domestic advertising in that order. Much of what it does, of course, has the special character of a Comecon foreign trade agency's work. It produces material for the official monthly Handel Zagraniczny (Foreign Trade);it does no market research, in the usual sense, on Polish markets, though it does conduct desk research on foreign markets; about three-quarters of the promotional work it does in Poland (i.e. for imports) is for industrial producer goods.
