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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
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1 :
1.1
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,
,
AIDS.
marketers,
.
.
.
.
, marketing,
,
.
,
(interactive media) Internet.
,
,
8
,
.
,
, , Internet
. marketers
.
.
.
,
, marketers
.
.
.
,
.
(branded
content)
.
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marketers
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marketers,
9
.
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marketers
. marketers
.
Internet
.
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1.2
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, (Image)
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) , ) , )
( ), ) (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
,
.
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.
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:
1.
, , ,
( )
, .
2.
.
3.
.
.
4.
13
.
.
5. , ,
, , (, ),
Internet, .
,
.
,
. :
(Kotler & Keller, 2006)
1.4
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.
.
.
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).
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50%
.
(..
).
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24
,
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.
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1.6
(,
, )
.
(, 2000, .156):
25
1 :
marketing .
2 :
.
(Account Executive)
.
3 : briefing,
,
,
.
4 :
(creative brief)
.
5 :
,
. ,
story
boards, .
, ,
