Eureka! Institutional Repository

The first chapter of this project is relative with advertising in general approach. There is a detailed presentation of advertising beginning with its definition, which is a process of informing and influencing the consumer for a product or a paid service. The targets and types of advertising are then analyzed, and a complete and comprehensive reference is made to the advertising media and the types of advertising, as well as its effectiveness in influencing the community and its various subsets. All of the above are completed by the analysis of advertising costs and the historical approach to advertising, initially at a global level and then in Greece. The second chapter begins with a brief reference to the economic crisis. The biggest part of the chapter deals with the economic dimension of air transportation and how it affects the global economic phenomenon, while special reference is made to the airline industry and world tourism. The previous concepts are analyzed on the basis of the economic crisis that is reasonable to have a significant impact on the sector of the global economy. In the third chapter there is a historical retrospection of transport as one of the most important sectors of the world economy and there are analyzed aspects related to definitions and characteristics of these. As detailed below, transport is approached from the point of view of the development of air transport, attempting a brief historical retrospection, as well as developing them gradually. Finally, an extensive reference is made to the aviation industry. The fourth chapter analyzes two specific cases of airlines that have played and continue to play an important role in the global aviation industry, our own, Olympic Airways and German airline collider, Lufthansa. The chapter, initially, deals with historical data relating to the two companies - which have a very common starting point - as well as their evolution gradually to date. Most of the chapter deals with the two airlines from the point of view of advertising and their services. In particular, cabin airplane service and flight safety provided by both companies are thoroughly analyzed. In the fifth chapter, reference is made to the application and the results of the advertisement, as a tool for acquaintance - attraction of the product with the potentials customers in the above two companies. In both cases, there are common elements in the way of acquaintance – attraction of the product with the potentials customers, but to a different extent. Finally, the sixth chapter attempted a brief concluding approach on advertising, transport and air transport of two airlines, Olympic Airways and Lufthansa