145-154

• Mavrouleas, Nikos

Every action and function which reinforces directly or indirectly the disposal of a (cultural) product of a cultural company is characterized as promotional. “Promotional combinations” in the international bibliography offer a wide range of possibilities as far as the utilization of this term is concerned. In this perspective, the following analysis refers to these media that contribute in any possible way to the promotion and circulation of the (cultural) product.In Greece, the promotion of cultural companies is practically non-existent and the possibilities offered by modern Marketing are not deployed. There are therefore vast margins of promotion of the “cultural product”, in order for it to become known to a wider public and in order to activate people of all social classes. This study analyses the advertising message and the way it is formed. Significant promotional media are then mentioned, such as the display, the catalogue, the outdoor and printed advertising, the radio, which contribute significantly to the promotion of the product.

• Economics and Business

• Economics

Advertising message, window display development, outdoor advertising, catalogue planning

JEL classification: .M31