Word: vneshtorgreklama
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Dates: during 1960-1969
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...wheat combines converted for use in rice paddies. They also stocked shelves of books by Marx, Lenin and Engels but removed them after a government reminder that most are banned in Malaysia. "We're here to sell," said Dimitri V. Bekleshov, the gray-suited vice president of Vneshtorgreklama, the export agency's ad company. "Our tractors are better than the American Caterpillars." The advertising was also hardsell, and rich in unintended humor. Sample Aeroflot slogan: "And you've heard of Russian hospitality (some people never quite recover from...
...American salesmen were Charles Bear, managing director of TIME-LIFE International, Stevens DeClerque, TLI advertising director, and Ralph Davidson, European advertising director for TLI. Their audience consisted of the president and top officials of Vneshtorgreklama, the Soviets' sole export advertising agency, and executives of more than 30 foreign-trade trusts including Intourist, the government travel agency; Aeroflot, the national airline; Prodintorg, food; and Soyuzpushnina, furs and carpets. How this unique gathering came about was explained by Bear: "For some time we have followed Russia's apparent desire to increase trade in nonstrategic goods with other countries. We thought...
This remarkable exercise in betteir communication between the two so cieties was topped off with a vodka-and-caviar reception in the hotel's ballroom overlooking the Moscow skyline. In a gesture that heartens admen the world over, Vneshtorgreklama President Anatoliy V. Vasilyev asked to see a rate card. And to Charlie Bear's diplomatic comment that "all things are accomplishable by time and effort," Vasilyev replied that "the time for TIME is propitious...
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