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  • : - 205/07

    , 172/07

    :

    2012

  • 2

    -

    2012

  • 3

    ..5

    1: .....7

    1.1. 7

    1.2. ....9

    1.3. .10

    1.4. 13

    1.5. 20

    1.6. .....24

    1.7. ..26

    1.8. (Emotional Message Appeals).

    2: 30

    2.1. 30

    2.2. .30

    2.3. .33

    2.3.1. & ..33

    2.3.2. () (Protection Motivation

    Theory)............................................................................................................33

  • 4

    2.4. 41

    2.5.

    - .42

    2.6. - ...44

    2.7. - -

    .47

    2.8. ..48

    2.9. 49

    2.10. .50

    2.11. - ...52

    2.12.

    .60

    2.13. / ..66

    3:

    -..79

    - - 82

    .82

    92

    .106

    ...108

    ..122

  • 5

    , .

    ,

    ,

    . .

    ,

    , ,

    ,

    , .

    . ,

    ,

    .

    ,

    ,

    ,

    .

    ..

    .

    . ,

    ,

  • 6

    . ;

    .

    ,

    ,

    .

  • 7

    1 :

    1.1

    ,

    ,

    . , ,

    .

    ,

    ,

    AIDS.

    marketers,

    .

    .

    .

    .

    , marketing,

    ,

    .

    ,

    (interactive media) Internet.

    ,

    ,

  • 8

    ,

    .

    ,

    , , Internet

    . marketers

    .

    .

    .

    ,

    , marketers

    .

    .

    .

    ,

    .

    (branded

    content)

    .

    .

    marketers

    . ,

    marketers,

  • 9

    .

    .

    marketers

    . marketers

    .

    Internet

    .

    , .

    1.2

    ,

    , (Image)

    ,

    .

    .

    : ) ,

    ) , ) , )

    ( ), ) (direct marketing), )

    (interactive/ internet marketing)(Belch and

  • 10

    Belch, 2004).

    .

    1.3

    , ,

    .

    : .

    .

    . :

    .

    (

    , 1981)

    ,

    ,

    (Wright, Warner, Winter & Zeigler,

  • 11

    1977). ,

    .

    ,

    Marketing Mix. AMA (American

    Management Association),

    ,

    () (Ralph A. & the

    committee on Definitions, 1963, p.9).

    :

    1.

    .

    .

    2.

    face to face (

    )

    .

    3. , ,

    ,

    .

    4.

    .

    .

  • 12

    ,

    .

    : ,

    .

    . ,

    :

    1.

    , , ,

    ( )

    , .

    2.

    .

    3.

    .

    .

    4.

  • 13

    .

    .

    5. , ,

    , , (, ),

    Internet, .

    ,

    .

    ,

    . :

    (Kotler & Keller, 2006)

    1.4

    , ,

    .

    .

    .

  • 14

    ,

    .

    . 13 16

    .

    . (, 2000)

    , 15

    . , ,

    ,

    Sipuis ( )

    . 1655

    , .

    , 1478,

    .

    Guttenberg 1438.

    Public Adviser 26/5/1657.

    .

    , . (Mandell M.I., 1980).

    .

  • 15

    1930.

    1950. ,

    ,

    .

    ,

    , 5886 cm,

    .

    , , ,

    , , .

    . 1960

    -

    ,

    Coca- Cola.

    , ,

    .

    :

    1941: (- - )

    .. .

    1946: (

    ) / Saatchi and Saatchi

    . . .

  • 16

    1947:

    1925 TO

    1930 . . 1962

    , 1998

    LOWE & PARTNERS.

    1953 . 1982

    Foote Cone &

    Belding / FCB.

    1953: .

    1998 POINT ZERO

    BBDO.

    1958: OLYMPIC .

    1989 Olympic DDB

    NEEDHAM.

    1966:

    . 1984

    BBDO.

    1967: SPOT . , .

    . . 1972 SPOT

    J. Walter Thomson

    WP.P.

    1969: Ammirati Puris Lintas,

    .

    , 1966

    , 10 .

    46,

  • 17

    ( , , ,

    .)

    .

    ,

    , .

    1978 (),

    ,

    .

    ( 120)

    .

    .

    ( World Federation of Advertisers).

    1970 1980

    :

    1977

    1980 Ogilvy & Mather

    (Bold/O&M).

    To 1977 Olympic Euro

    Advertising 1986

    Leo Burnett ( Euro Leo Burnett).

    1900 Euro Advertising Leo

    Burnett Athens.

  • 18

    1984 GEO

    Young & Rubicam Inc.

    1990,

    .

    McCann Erickson, Ashley & Holmes

    Universal Interpublic,

    .

    ALECTOR Lowe & Partners

    Ammirati Puris Lintas Lowe Group

    1999,

    .

    Arrow Point Zero

    BBDO.

    Publics Publics Hellas

    1999 Publics Etoile.

    Producta

    TBWA TBWA/Athens. 1999

    , Producta Direct

    TBWA/ Athens.

    1990 Scholz & Friends,

    OMB&B (DArcy) Euro RSCG ( Eurocom

    RSCG Palavidis).

    Fortune, Leon & Partners,

    Global-Diabolo, Athens Advertising, Unexpected Advertising.

    1990,

    ,

  • 19

    .

    ,

    (. 2328/1995).

    ( Sapin).

    () Tempo Optimum Media, Carat Hellas,

    Universal Media, Initiative Media, International Media, BGM

    Media Direction, CIA Medianetwork, Mindshare

    Zenith Media (ICAP, 2000).

    ()

    (.

    ):

    ()

    , ,

    .

    20

    . ,

    .

    ,

    ,

    .

    .

  • 20

    .

    .

    ,

    ,

    ,

    (ICAP,2000).

    1.5

    -

    - :

    1. (Primary

    Demand Advertising).

    {..

    ( )}.

    2.

    (Selective Demand Advertising).

    .

  • 21

    ,

    .

    (Brand),

    ,

    .

    3. (Brand

    Loyalty Advertising).

    ,

    .

    ,

    ,

    ,

    .

    ,

    ,

    .

    .

    4. (Sales Promotion

    Advertising).

    .

    ,

    , , ,

    .

  • 22

    5. (Display Advertising).

    ..

    ,

    ,

    .

    .

    6. (Business to Business

    Advertising). ,

    ,

    ,

    , ,

    .

    :

    (Trade Advertising).

    ,

    ,

    .

    7. (Retail Advertising).

    : ) (Display Advertising)

    (Image),

    ,

    , ) (Sales

    Advertising)

    .

  • 23

    ,

    (Private

    Label) (No Name, Generic).

    90

    .

    .

    8. , ,

    (Institutional Advertising).

    ,

    ,

    .

    (Public Relations Advertising).

    (Goodwill Advertising)

    .

    9. (Cooperative

    Advertising).

    . , ..,

    50%

    .

    (..

    ).

    . ,

  • 24

    ,

    ,

    ,

    .. , ,

    , , ,

    .

    - .

    , ,

    . 80

    .

    , ,

    , , , ,

    .

    , .

    1.6

    (,

    , )

    .

    (, 2000, .156):

  • 25

    1 :

    marketing .

    2 :

    .

    (Account Executive)

    .

    3 : briefing,

    ,

    ,

    .

    4 :

    (creative brief)

    .

    5 :

    ,

    . ,

    story

    boards, .

    , ,