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...