Advertising of exemplary stores (GUM and other largest department stores in the USSR), carried out within the framework of a special financial and organizational regime, and in fact was part of Soviet propaganda. Aeroflot was the only air carrier in the country, however, it was advertised due to competition with similar services of railway transport, road transport, and so on. Advertising of the only bank Sberban or the only insurance company Gosstrakh was caused by attempts to reduce the amount of money stored and accumulated by citizens.

In addition, the party leaders were worried about the scarcity and monotony of the food of the Soviet people that threatened to turn into mass discontent. They were eager to teach them to consume new food products that disrupted established food habits, such as corn products, ocean fish and other seafood.

After 1965, the production efficiency of Soviet enterprises began to be assessed not by the quantity of products produced, but by the quantity of products sold. In the 1970s. the imbalance between supply and demand began to be revealed more and more often. Most of the problems were associated with the sale of new products (portable TVs, wall refrigerators, car trailers, fiberglass boats, etc.). In this regard, manufacturing enterprises have become interested in marketing their products. Overstocking was also observed in the clothing and footwear industries, but in this case even advertising could hardly help.

It should also be understood that, despite all this, TV commercials were not widespread, often commercials were shown only once. For example, during the campaign to tackle the problem of TVs overstocking in 1971-1972, leaflets were distributed in a million copies in Moscow, and sales exhibitions were organized, but only seven advertisements were shown on Central TV, and about 20 advertisements were aired on the All-Union Radio.

Surce: ADVERTISING OF THE SOVIET PERIOD: HOW IT WAS, Rozhkov I. I., Moscow State Institute of International Relations, 2007;