Μετ.Εργ. Εφημερίδες και Διαφήμιση.pdf
Transcript of Μετ.Εργ. Εφημερίδες και Διαφήμιση.pdf
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....4 .....5
1. ......7 1.1 7
1.2 ...8
2. .11 2.1 .. 12 2.1.1 - ....13 2.1.2 - ...... .13 2.1.3 .......14 2.1.4 ...15
3. 1960-1980...17 3.1 ......17 3.2 1960-1980.....18
3.3 ....19
4. 1980-2000...37 4.1 ......37 4.2 1980-2000......38
4.3 .....40
5. 2000-2011.......51 5.1 ......51 5.2 2000-2011..52 5.3 .....54
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1960 . , , , , . K., & , , . . . ADEL SAATCHI & SAATCHI & BOLD OGLIVY , . , , , . , , .
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. , . . , , . , , , . , , , , 50 (above the line) . , , . , . , , . , , . , , . , , .
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(3,4,5) , , . , , . , 60 , . .
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1.
1.1
, . . , .
, . advertisement, advertisen.
, .
; ;
. . Jefkins :
..
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, , . (Jefkins Fr. 1980)
1.2
. , , , . , . 1400 , . , . , , . . , , , . 1440 . , . - , - , . . 1625 .
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, 17 , , . 18 , . . 1812, . , , , - . , . 1895 , , , . ... , , , , 50-70% . 1900 . . , , , , . , . , . .
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50 60 , , , . . 20 . . , , , , , . (Sivulka J. 1999) , , . , , . , , , .
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2.
18 ( ). 1784 - - . , . 31 1790 , "" , . , , . ( . 2002)
1819, , "" "" . "" " " . . , , , . , "" - - 1814 1841 " ". 28 1864 .
. " ".
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" " 1904. , . , , "", "", . , , . ( . 1995)
2.1
1 1824 " " . 20 1826, .
1824 " " , . " ", 1827 20 1824 " ".
1825 " " , " " . . .
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2.1.1
, "" . 13 1832 "", 1864. , , "" . "" . (1836-1868).
2.1.2 -
, , , , " " . , "" . , "" . , " " . . "" . 37 (1862-1899), "", "",
"", "" "", "", "", "", "", " " ..
, . , . "" . "" .
"" (1873) , , .
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"" , . "" . . , " ", "" . . . "" . , .
, 20 , "" , "" , "" , "" . "" 1894, .
, " ", " ", "" . " " (1916), "" (1918), "" . (1919), .
2.1.3
1922 " " . " " . 1931 " " " ". . " ", . "", . " ", . " ", . "", .
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1923 " " "" .
, "" . , "", " ", "" ..
2.1.4
21 1967, , , "", "", "" . . "", "", "" "". , - "" - , , "", " ", "", "", "", "", "", "", "", ""
" ", . "", ""
"". , "", "", " ", "" ( ""), "" "". ( "", "", ""
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"" ), , , , . , , , , .
, (. "","" ,"" ) , "", "", "", "" . "" , " ". ( . 1995,Wikipedia.gr)
( : 1825-2011)
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3. 1960-1980
3.1
'60 1953-72, , .
- - ... , 1962. , , , , , , ( , .) . , 1964, . - - , , .
'70 , 1974 ( 74) . 1974. , , ( ...). ( 2003,Wikipedia.gr)
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3.2 1960-1980
1960 . , 1961 , 23 1966. (tmth.edu.gr)
50 1967 . 300 50 700 . () , 600 , . - - 7, , , 1 . ( . . 2007 , . 2002, 2) 1960-1970 . , . 7 . 74 . , , , . , .
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3.3
. . , target group .
1, , ADBANK 1950-1960
ATKINSONS-ROGER GALLET
, (Atkinsons), (Roger Gallet), . ( ) . , target group , (.. ).
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( , ). 6 ( ), .
2 3 ROGER GALLET,ATKINSONS, 1961,
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, . () target group , .
4, - 1962,
( 1962). target group .
, ( ) ( ) brand name (5 ).
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- savoir vivre , . 5 , .
) )
5-6, , - 1962,
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NIVEA
, nivea 3 . . , , NIVEA. target group .
7, NIVEA, 1963,
8, NIVEA, ADBANK 1970
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, 1963, . ( target group ), , ( ).
, , target group -
- - (, , , .).
, .
, - , .
9, , 1963,
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brand name () (), ( ). - , . - , . , , . , .
10,, 1963,
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, . . , . ( ) . , . , .
11, 1963,
, target group , .
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2 ( ) ( ), ( ).
12, 1964,
, . , target group (- ) . , , (brand name).
13, 1964,
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.
- (). - , . - , ( ), .
14, 1964,
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. -
( )-, ( ).
- , .
- , .
15, 1966,
3 , . , , , ( ) ( ).
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( ), , .
8 , .
16, 1966,
, - -, ( ), , , .
17, , 1966
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CONTINENTAL
Continental target group , , , .
. , ( 60 ), (). Secam 1979. , :
- , continental . - ( ). - , , , T.V. . 18, CONTINENTAL, 1969,
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PHILIPS
PHILIPS ( ) target group.
, , 3 .
, . : , , .
19, PHILIPS 1971,
3 .
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target group, , , ( ). , , .
20, PHILIPS 1972,
, .
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( target group ) . , , , , . 21, 1970,
REXONA
REXONA, , . . . ( ) . REXONA () .
() . target group ,
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, .
22, REXONA 1971,
, target group .
target group, , . , , (, ), , .
, , .
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. , .
2 . , , .
23 24, - 1976,
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4. 1980-2000
4.1
, . "", , . .
1981 ... , , , , (...) . , , , , .
.. 1990, , . , . ' ( , , ..), . , , ..,
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, " ".( , 2003)
H 1990, . H " ", , H E, , (E , B, M).
A E . H M (1992), - () , , - , . -, . , , , .( 2003,Wikipedia.gr)
4.2 1980-2000
80 . - -, 1981-1989
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1.080.000 1985 1.100.000 1989, , . , - - 1981, . 90 . , 900.000 - 1990- 1999 500.000 . 1993 , . . , , . ( . . 2007 , .- .1993, 2) . 80, 90, , , ( ), . . , . , , , . , .
. : .
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4.3
70 80. ,
. , . 25, , 1985,
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26-27, , 1984, ,
1959 Dinners club, , . 1970, VISA, . 1981
, . , . , , , ( ), ( ).
, . , .
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, , VISA, . - , . ( 1980-1990, Focus 2009)
28, VISA, 1985,
. 80 90,
, , , , ( - ) . ,
70, . ( delta-iek.gr, omega.gr, peiiek.gr)
29-30, , , 1989,
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31, , 1990,
90 (1993) . , (700-400 ), , . 90 (1998) , . ( ),
. , . , .
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, , . (.- 2009)
32-33-34, MICROLAND, COSMOCARTA, PANAFON, - 1999,
10 90, . , () , 10, . SILK CUT CAMEL, .
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1. ASSOS : .
2. BENSON & HEDGES : 5 , 5 , (american blend).
3. another reality ( ) , PRINCE 2 .
35-36-37, ASSOS, BENSON & HEDGES, PRINCE, 1998, 1999, ,
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CUT SILK
90, Adel Saatchi & Saatchi , Silk Cut 9 (1988-1997) . , , , (, , .). , , ,
, . (Adel Saatchi & Saatchi 1989)
38, SILK CUT cut silk, 1989,
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39-40-41, concept cut silk - 1993-1995, -
, Silk Cut concept Silky Cuts , 6 ( 2002). , . - , . , ,
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concept.
(Adel Saatchi & Saatchi 1999)
42-43,Silky Cuts, - 1998-1999,
CAMEL
, Camel 90.
Camel concept / , 80. concept camel , , . ( camel). ,
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, , , , ( Marlboro). (Adel Saatchi & Saatchi 1989)
44, CAMEL , 1989
45, CAMEL , 1990,
( 80) Camel 90 2000, , . , cartoon , brand name , . (Adel Saatchi & Saatchi 1993, Publicis Etoile 1997)
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46-47-48 , CAMEL, concept , brand name . - 1993-1998, -
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5. 2000-2011
5.1
1 2002, , . 2001 2000 ( ) . ( 2003). , , 2004, .
2009 2010, , , .
, , , , , , , , , .
, , , .
2009, ( 2009), 1993, ( ), .
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2009 15,4% . , , . , , 2010, , , . (Wikipedia.gr)
5.2 2000-2011
: 2004 200.000 , 180.000 , 10% .
, 2005 , , DVD. ( ), . DVD, , . ( . . 2007)
, , DVD, , .
1990 . , , , .
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, - , : 200.000 , 50.000 , 25% . , , . , , cd . 90 00 , , . ( . . 2007, 2)
, , brand awareness. , , .
. : .
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5.3
, 2000 . , . minimal , !, . (epsa.gr)
49, , 2001,
50,, 2000,
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, . , , , 2004. (-), . (epsa.gr)
51,, 2008,
52-53,, 2004,
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FAMOUS GROUSE
- -, Famous Grouse, . , , brand name, (think differentthink Grouse), (the champions drink) brand awareness ( ), () . ( Bold Oglivy-Oglivy one)
54-55-56, FAMOUS GROUSE, 2003, 2002, , ,
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CAMEL
Camel (
) 00 (2004). , . icons, Camel () , , . ,
Camel, ( ), - , , !
57-58, CAMEL icons, 2004, ,
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SILK CUT
Cutsilk Silky Cuts , Silk Cut,
2003 2004, Symbols, , , , , , . Silky Cuts, , 2 . , , . , , '
. concept , , , , , , , . ( Adel Saatchi&Saatchi)
59-60,SILK CUT symbols, 2004, 2003, ,
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, Silk Cut, Must-have Silk. brand Mild style with a witty smile ( ), 2004 , below the line. , . , . , . ( (Adel Saatchi & Saatchi)
61-62, SILK CUT must-have silk, - 2004, ,
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JOHNNIE WALKER
00's, , . , , Johnnie Walker, 2006, . , ( ) , .
63, JOHNNIE WALKER android, 2006,
64, JOHNNIE WALKER android, 2006,
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The one in millions, Johnnie Walker Blue Label .
(Beethoven), . , .
65, JOHNNIE WALKER the one in millions, 2007,
66, JOHNNIE WALKER . brand name , , .
1999,
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80, , 2007 . , ATM, GENIKI Bank ' lifestyle, . . , .
67, GENIKI BANK, 2007,
OLYMPIC AIR-
( 2009) , . Olympic air , , . , , Olympic air
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, , , , . , .
, , , Prepaid gift card. , , , .
68-69, OLYMPIC AIR, , 2009,
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, . , ( ), . , .
70, , 2010,
WIND
WIND wind card to all, , usp . , , , . 71, WIND, 2011,
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:
50 , , , . (1960), , 70 .
target group , . 60, , , -. 70 , , , . 90 , , , .
1960-1980 , , . , ( 1980) ( 1990) .
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, . 60-80 . , , , brand name (brand awareness).
, 60 , . , . , , . , 50, , , 60, .
, , , 80 .
, ( , .). , target group .
, , , . , . , (.. ), .
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, , , , , . , , . , , , .
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1
1950-2008
1,2,3 , 1950-1960, 2000, 2008, ADBANK, , N
, , () .
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1962-2010
4,5 - , 1962, 2010, ,
(-, ) . .
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1963-2009
6,7 OLYMPIC AIR, 1963, 2009, ,
1957 , , , . (, .), OLYMPIC AIR .
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CUT SILK 1989-2004
8,9,10 SILK CUT, 1989, 1999, 2004, ,
concept SILK CUT ( ), brand name . 20 , , .
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CAMEL 1989-2004
11,12,13 CAMEL , 1989, 1993, 2004, , ,
cowboy Marlboro, Camel - . 90 , , brand awareness .
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2
, 1., , 1952 1990 , . peak, , . , 1967, 1970, , : . 1970 , ( )
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. , , , , . . , 1. . 2000 1999, : . ( 1965, 1967, 1974, 1981, 1985 1989), , 1989 : 1990, 1993, 1996, 2000, 2004 : , . .( . . 2007)
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, (24 2011) .
17.585
6.804
3.447
1.147
TRAFFIC NEWSPAPER 987
346
307
30.623
32.140
21.757
15.587
14.400
7.905
ESPRESSO 7.638
() 7.053
4.953
2.144
2.070
1.975
() 1.491
510
119.623
. (argos.net.gr)
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.(2002) , 18 20 , ,
.(1995), , ,
.- . (2009), ,
.- . (1993), 1974-92: , ,
Sivulka J. (1999), , soap, sex & cigarettes, ,
Jefkins F. (1980), : , ,
Focus, 108, ( 2009), , 26-27
.- . (26 2007), 1 : , 2 : - , ,
www.wikipedia.gr
www.adbank.gr
www.tmth.edu.gr
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www.publicisetoile.gr
www.epsa.gr
www.delta-iek.gr
www.omega.gr
www.peiiek.gr
www.argos.net.gr
1961-2010
1962-2011
1966-2000
1964
1989-2011
1976-2009
1985-2004
1962
, (2003), , 10, ,
1980-1990
Adel Saatchi & Saatchi 1988-2004
Bold Oglivy-Oglivy One 2003
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