Eureka! Institutional Repository

The current project is split into two sections, the theoretical and research part. Initially in the theoretical section the communication strategy and its counterparts are analyzed. The terms of Ethnocentrism, Hellenocentrism, Advertisement, Sponsorship, Marketing Philosophy & Social Marketing, Personal Sales and lastly the term of Promotion are expatiated. In addition a preview of the local market of café-bars is given with pictures. At the end of the Theoretical part, printed advertisements of well-known alcoholic beverages are presented giving a complete image of the communication which leads to the identification of the product with the consumer. The research section explores the views, attitudes and preferences of Western Thessaloniki residents on alcoholic beverages and proposes ways of manufacturing, distributing and promoting the most preferred beverages in West Thessaloniki.