Eureka! Institutional Repository

The aim of this thesis is to present television advertisement as a wider marketing tool, while focusing on Greek television advertisement. After a brief introduction to marketing, the second unit deals with advertisement in general. To be more specific focuses on a conceptual approach, the interaction with consumer behaviour and its types and means. The third section deals exclusively with television advertisement, presenting economic data for both global and Greek television advertisement and its prospects. The final conclusions are presented in the fourth and final unit.