Communication Budget Allocation in the Greek Food Industry (Conference presentation)

Vlachvei, A./ Notta, O.

This study provides an analysis of the communication budget allocation in the Greek food industry. The purpose of this article focuses first on improving our understanding of whether the paradigm shift in budget allocation from advertising to sales promotion exists or not in case of Greek food industry, and second how communication expenses affect firms’ performance in regards to sales volume and profitability. The results show that the advertising expenses is a very small part of total communication expenses and the trend for the advertising expenses has shown a remarkable decrease while the trend for the sales promotion budgets has shown an increase that time. For the second hypothesis the results show that total communication budget would have a twofold effect on financial performance: communication intensity, as expected, is positively related to sales growth and negatively related to profitability.
Institution and School/Department of submitter: Σχολή Διοίκησης και Οικονομίας / Τμήμα Διοίκησης Επιχειρήσεων
Keywords: Advertising;Promotional expenses;Communication budget;Διαφημίζω;Έξοδα προώθησης;Κεφάλαιο επικοινωνίας
Citation: International Conference on Contemporary Marketing Issues (ICCMI) 13 – 15 June 2012 Thessaloniki, Greece
Description: Άρθρο Συνεδρίου--ΑΤΕΙΘ, 2012
Publisher: Bucks New University
Alexander Technological Educational Institute (ATEI) of Thessaloniki, Department of Marketing
Appears in Collections:ICCMI (2012)

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