KOREASCHOLAR

ADVERTISING MESSAGES BEFORE AND DURING THE ECONOMIC RECESSION IN GREECE

Athanasios Kouremenos, Christos Livas, Markos Tsogas
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/315396
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Global Marketing Conference
2016 Global Marketing Conference at Hong Kong (2016.07)
pp.175-179
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper aims to illuminate the relationship between economic recessions and advertising messages. A content analysis of 1720 television commercials indicated that during the severe economic recession in Greece, advertisers communicated more rational appeals and placed emphasis on creative devices that enhance understanding, learning and recall of message content.

Keyword
advertisingeconomic recessionGreecetypes of advertising appealstypes of creative
Author
  • Athanasios Kouremenos(University of Piraeus, Greece)
  • Christos Livas(University of Piraeus, Greece)
  • Markos Tsogas(University of Piraeus, Greece)