1

2

3

4

....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

-.......65 ........68 ..........76

5

1960 . , , , , . K., & , , . . . ADEL SAATCHI & SAATCHI & BOLD OGLIVY , . , , , . , , .

6

. , . . , , . , , , . , , , , 50 (above the line) . , , . , . , , . , , . , , . , , .

7

(3,4,5) , , . , , . , 60 , . .

8

1.

1.1

, . . , .

, . advertisement, advertisen.

, .

; ;

. . Jefkins :

..

9

, , . (Jefkins Fr. 1980)

1.2

. , , , . , . 1400 , . , . , , . . , , , . 1440 . , . - , - , . . 1625 .

10

, 17 , , . 18 , . . 1812, . , , , - . , . 1895 , , , . ... , , , , 50-70% . 1900 . . , , , , . , . , . .

11

50 60 , , , . . 20 . . , , , , , . (Sivulka J. 1999) , , . , , . , , , .

12

2.

18 ( ). 1784 - - . , . 31 1790 , "" , . , , . ( . 2002)

1819, , "" "" . "" " " . . , , , . , "" - - 1814 1841 " ". 28 1864 .

. " ".

13

" " 1904. , . , , "", "", . , , . ( . 1995)

2.1

1 1824 " " . 20 1826, .

1824 " " , . " ", 1827 20 1824 " ".

1825 " " , " " . . .

14

2.1.1

, "" . 13 1832 "", 1864. , , "" . "" . (1836-1868).

2.1.2 -

, , , , " " . , "" . , "" . , " " . . "" . 37 (1862-1899), "", "",

"", "" "", "", "", "", "", " " ..

, . , . "" . "" .

"" (1873) , , .

15

"" , . "" . . , " ", "" . . . "" . , .

, 20 , "" , "" , "" , "" . "" 1894, .

, " ", " ", "" . " " (1916), "" (1918), "" . (1919), .

2.1.3

1922 " " . " " . 1931 " " " ". . " ", . "", . " ", . " ", . "", .

16

1923 " " "" .

, "" . , "", " ", "" ..

2.1.4

21 1967, , , "", "", "" . . "", "", "" "". , - "" - , , "", " ", "", "", "", "", "", "", "", ""

" ", . "", ""

"". , "", "", " ", "" ( ""), "" "". ( "", "", ""

17

"" ), , , , . , , , , .

, (. "","" ,"" ) , "", "", "", "" . "" , " ". ( . 1995,Wikipedia.gr)

( : 1825-2011)

18

3. 1960-1980

3.1

'60 1953-72, , .

- - ... , 1962. , , , , , , ( , .) . , 1964, . - - , , .

'70 , 1974 ( 74) . 1974. , , ( ...). ( 2003,Wikipedia.gr)

19

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 . , , , . , .

20

3.3

. . , target group .

1, , ADBANK 1950-1960

ATKINSONS-ROGER GALLET

, (Atkinsons), (Roger Gallet), . ( ) . , target group , (.. ).

21

( , ). 6 ( ), .

2 3 ROGER GALLET,ATKINSONS, 1961,

22

-

, . () target group , .

4, - 1962,

( 1962). target group .

, ( ) ( ) brand name (5 ).

23

- savoir vivre , . 5 , .

) )

5-6, , - 1962,

24

NIVEA

, nivea 3 . . , , NIVEA. target group .

7, NIVEA, 1963,

8, NIVEA, ADBANK 1970

25

, 1963, . ( target group ), , ( ).

, , target group -

- - (, , , .).

, .

, - , .

9, , 1963,

26

brand name () (), ( ). - , . - , . , , . , .

10,, 1963,

27

, . . , . ( ) . , . , .

11, 1963,

, target group , .

28

2 ( ) ( ), ( ).

12, 1964,

, . , target group (- ) . , , (brand name).

13, 1964,

29

.

- (). - , . - , ( ), .

14, 1964,

30

. -

( )-, ( ).

- , .

- , .

15, 1966,

3 , . , , , ( ) ( ).

31

( ), , .

8 , .

16, 1966,

, - -, ( ), , , .

17, , 1966

32

CONTINENTAL

Continental target group , , , .

. , ( 60 ), (). Secam 1979. , :

- , continental . - ( ). - , , , T.V. . 18, CONTINENTAL, 1969,

33

PHILIPS

PHILIPS ( ) target group.

, , 3 .

, . : , , .

19, PHILIPS 1971,

3 .

34

target group, , , ( ). , , .

20, PHILIPS 1972,

, .

35

( target group ) . , , , , . 21, 1970,

REXONA

REXONA, , . . . ( ) . REXONA () .

() . target group ,

36

, .

22, REXONA 1971,

, target group .

target group, , . , , (, ), , .

, , .

37

. , .

2 . , , .

23 24, - 1976,

38

4. 1980-2000

4.1

, . "", , . .

1981 ... , , , , (...) . , , , , .

.. 1990, , . , . ' ( , , ..), . , , ..,

39

, " ".( , 2003)

H 1990, . H " ", , H E, , (E , B, M).

A E . H M (1992), - () , , - , . -, . , , , .( 2003,Wikipedia.gr)

4.2 1980-2000

80 . - -, 1981-1989

40

1.080.000 1985 1.100.000 1989, , . , - - 1981, . 90 . , 900.000 - 1990- 1999 500.000 . 1993 , . . , , . ( . . 2007 , .- .1993, 2) . 80, 90, , , ( ), . . , . , , , . , .

. : .

41

4.3

70 80. ,

. , . 25, , 1985,

42

26-27, , 1984, ,

1959 Dinners club, , . 1970, VISA, . 1981

, . , . , , , ( ), ( ).

, . , .

43

, , VISA, . - , . ( 1980-1990, Focus 2009)

28, VISA, 1985,

. 80 90,

, , , , ( - ) . ,

70, . ( delta-iek.gr, omega.gr, peiiek.gr)

29-30, , , 1989,

44

31, , 1990,

90 (1993) . , (700-400 ), , . 90 (1998) , . ( ),

. , . , .

45

, , . (.- 2009)

32-33-34, MICROLAND, COSMOCARTA, PANAFON, - 1999,

10 90, . , () , 10, . SILK CUT CAMEL, .

46

1. ASSOS : .

2. BENSON & HEDGES : 5 , 5 , (american blend).

3. another reality ( ) , PRINCE 2 .

35-36-37, ASSOS, BENSON & HEDGES, PRINCE, 1998, 1999, ,

47

CUT SILK

90, Adel Saatchi & Saatchi , Silk Cut 9 (1988-1997) . , , , (, , .). , , ,

, . (Adel Saatchi & Saatchi 1989)

38, SILK CUT cut silk, 1989,

48

39-40-41, concept cut silk - 1993-1995, -

, Silk Cut concept Silky Cuts , 6 ( 2002). , . - , . , ,

49

concept.

(Adel Saatchi & Saatchi 1999)

42-43,Silky Cuts, - 1998-1999,

CAMEL

, Camel 90.

Camel concept / , 80. concept camel , , . ( camel). ,

50

, , , , ( 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)

51

46-47-48 , CAMEL, concept , brand name . - 1993-1998, -

52

5. 2000-2011

5.1

1 2002, , . 2001 2000 ( ) . ( 2003). , , 2004, .

2009 2010, , , .

, , , , , , , , , .

, , , .

2009, ( 2009), 1993, ( ), .

53

2009 15,4% . , , . , , 2010, , , . (Wikipedia.gr)

5.2 2000-2011

: 2004 200.000 , 180.000 , 10% .

, 2005 , , DVD. ( ), . DVD, , . ( . . 2007)

, , DVD, , .

1990 . , , , .

54

, - , : 200.000 , 50.000 , 25% . , , . , , cd . 90 00 , , . ( . . 2007, 2)

, , brand awareness. , , .

. : .

55

5.3

, 2000 . , . minimal , !, . (epsa.gr)

49, , 2001,

50,, 2000,

56

, . , , , 2004. (-), . (epsa.gr)

51,, 2008,

52-53,, 2004,

57

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, , ,

58

CAMEL

Camel (

) 00 (2004). , . icons, Camel () , , . ,

Camel, ( ), - , , !

57-58, CAMEL icons, 2004, ,

59

SILK CUT

Cutsilk Silky Cuts , Silk Cut,

2003 2004, Symbols, , , , , , . Silky Cuts, , 2 . , , . , , '

. concept , , , , , , , . ( Adel Saatchi&Saatchi)

59-60,SILK CUT symbols, 2004, 2003, ,

60

, 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, ,

61

JOHNNIE WALKER

00's, , . , , Johnnie Walker, 2006, . , ( ) , .

63, JOHNNIE WALKER android, 2006,

64, JOHNNIE WALKER android, 2006,

62

The one in millions, Johnnie Walker Blue Label .

(Beethoven), . , .

65, JOHNNIE WALKER the one in millions, 2007,

66, JOHNNIE WALKER . brand name , , .

1999,

63

80, , 2007 . , ATM, GENIKI Bank ' lifestyle, . . , .

67, GENIKI BANK, 2007,

OLYMPIC AIR-

( 2009) , . Olympic air , , . , , Olympic air

64

, , , , . , .

, , , Prepaid gift card. , , , .

68-69, OLYMPIC AIR, , 2009,

65

, . , ( ), . , .

70, , 2010,

WIND

WIND wind card to all, , usp . , , , . 71, WIND, 2011,

66

-

, 1960 , .

:

50 , , , . (1960), , 70 .

target group , . 60, , , -. 70 , , , . 90 , , , .

1960-1980 , , . , ( 1980) ( 1990) .

67

, . 60-80 . , , , brand name (brand awareness).

, 60 , . , . , , . , 50, , , 60, .

, , , 80 .

, ( , .). , target group .

, , , . , . , (.. ), .

68

, , , , , . , , . , , , .

69

1

1950-2008

1,2,3 , 1950-1960, 2000, 2008, ADBANK, , N

, , () .

70

1962-2010

4,5 - , 1962, 2010, ,

(-, ) . .

71

1963-2009

6,7 OLYMPIC AIR, 1963, 2009, ,

1957 , , , . (, .), OLYMPIC AIR .

72

CUT SILK 1989-2004

8,9,10 SILK CUT, 1989, 1999, 2004, ,

concept SILK CUT ( ), brand name . 20 , , .

73

CAMEL 1989-2004

11,12,13 CAMEL , 1989, 1993, 2004, , ,

cowboy Marlboro, Camel - . 90 , , brand awareness .

74

2

, 1., , 1952 1990 , . peak, , . , 1967, 1970, , : . 1970 , ( )

75

. , , , , . . , 1. . 2000 1999, : . ( 1965, 1967, 1974, 1981, 1985 1989), , 1989 : 1990, 1993, 1996, 2000, 2004 : , . .( . . 2007)

76

, (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)

77

.(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

78

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

79