ABSTRACT
This chapter identifies distinguishing characteristics of the advertising market in central and eastern Europe and uses the example of Poland to examine in detail a representative local market. To gain a thorough understanding of the region, it is essential to first consider the region's unique economic, social and political history, as well as to clearly understand the difference between the emerging advertising markets in central and eastern European countries and those in Russia and other countries from the former Union of Soviet Socialist Republics (USSR). The uniqueness of the advertising market in central Europe stems from the cultural diversity of the region, the development of independent media, the strong commitment to principles of free market economics, membership of the European Union (EU) and the confidence of global companies to invest in local markets. Studies of advertising markets in the countries of central and eastern Europe often prioritise Russia.
