Advertising in Europe in 1992

The position of the Greek advertising agencies

Anastasia C. Stefanou


As Europe prepares for the challenge of 1992, the advertising sector is undergoing thorough radical changes in order to better prepare for the opportunities and threats that the new scene will introduce.

Greece is one of the developing European countries where advertising companies, both Greek-owned and foreign subsidiaries, have recognized the importance of 1992 and are currently restructuring in order to compete more effectively. This research concentrates on the Greek advertising sector, focusing upon its current trends, strengths, weaknesses and future strategies. Section one considers the status of advertising agencies in view of the dismantled trading barriers of 1992 and some of the possible implications this 'new Europe' will have in the way of regulating certain areas of advertising. Section two concentrates on the future of international advertising.