In terms of mass media advertising, marketers should continue to pay attention to consumer attitudes. Right now the drop in brand loyalty and increased affinity for Russian brands must be taken into account. Mr. Rose pointed out that consumers' listening, reading, and viewing behavior have not been changed by the crisis. Mr. Rose suggested that in the future marketers will need to change their approach to the marketing process. Brands need to be reevaluated in view of the instability of the Russian market, however advertisers should still strive to create new visions and produce compelling advertising.
Creativity can deliver an impact that budgets can no longer provide.
Conclusion Following the speaker presentations, co-organizer of the Roundtable Gwen Fricker from Alliance Group , closed the session by summarizing the main issues and thanking the speakers and attendees. The Consumer Goods and Agriculture Committee's next Roundtable, scheduled for October 1999 will focus on issues of production of fast moving consumer goods in the Russian Federation. All Committee members are encouraged to participate in the planning process. Please read our legal disclaimer .