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The relationship of economic development to advertising budgeting in Greece and globally

Το τεκμήριο παρέχεται από τον φορέα :
Διεθνές Πανεπιστήμιο της Ελλάδος   

Αποθετήριο :
Ιδρυματικό Αποθετήριο Διεθνούς Πανεπιστημίου Ελλάδος (ΔΙΠΑΕ)   

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The relationship of economic development to advertising budgeting in Greece and globally (EN)
Gkantitzikidou, Eleftheria (EL)
Dergiades, Theologos (EL)
Laspita, Stavroula (EL)
Archontakis, Fragkiskos (EL)
masterThesis
2023-04-12
2023-04-21T12:20:08Z
2023-04-21
Communication is an integral part of large commercial enterprises both in Greece and abroad. This work is an attempt to understand the meaning of advertising as an integral tool of communication marketing mix and the term of advertising spending. The aim is to examine the relationship between advertising spending and economic growth, to what extent the economic situation of a country affect advertising spending. Also, we will see if the increase or decrease in advertising spending contributes to economic growth or enhances corresponding recession in one country. Based on literature review, however, we will see that the creation of advertising and the selection of suitable promotional tools is not easy. Factors such as seasonality significantly affect the planning of advertising media. Budget necessity of advertising spending and the methods used by advertisers to plan the media that will display their advertisement are two very important points that will lead us to a safe conclusion. Finally, through this study, revealed some conclusions regarding the relationship between advertising expenditure and economic growth in Greece and abroad that could lead to further research on the part of advertising spending budget and the need for proper use. The project answered the initial questions of how important the advertising budget is and how is affected in correlation with economic development. (EN)
Αγγλική γλώσσα
School of Economics, Business Administration and Legal Studies, Executive MBA
IHU (EN)
Default License
Διεθνές Πανεπιστήμιο της Ελλάδος
Ιδρυματικό Αποθετήριο Διεθνούς Πανεπιστημίου Ελλάδος (ΔΙΠΑΕ)
University Center of International Programmes of Studies (UCIPS)
Master Theses



*Η εύρυθμη και αδιάλειπτη λειτουργία των διαδικτυακών διευθύνσεων των συλλογών (ψηφιακό αρχείο, καρτέλα τεκμηρίου στο αποθετήριο) είναι αποκλειστική ευθύνη των αντίστοιχων Φορέων περιεχομένου.