MAD AVE. TAKES THE PERESTROIKA CHALLENGE.

Presents information on the broadcast of U.S. advertisements in the Soviet Union and the future market for U.S. advertising agencies. Description of a 12-minute commercial by Procter & Gamble which was aired during conductor Mstislav Rostropovich's televised homecoming; Need for the advertisement agencies to spend a lot of time and money before the markets in the East develop enough to support advertising profitably; Use of potential local clients to find out what the agencies can do; Exploration of the U.S. advertising market in the Soviet Union and East European countries.