ABSTRACT
Statistics on advertising expenditure in Eastern Europe, as in many countries, are neither extensive, detailed nor reliable. This chapter gives the figures available for Poland, Hungary and Yugoslavia. It tries to get the more important problems of definition sorted out and to get specialists' judgements on the reliability of the figures. The figures obtained for each country require a good deal of commentary, so they are discussed for each country in turn before any comparisons are made. Where no source is given the data and definitions are from interviews. In Hungary and Yugoslavia, however, the economic system does not automatically generate such data. The relative importance of different media in Yugoslavia is something on which there are fewer data than on total advertising expenditure. The chapter offers some tentative international comparisons of some advertising expenditure deals.
