Principles of Promoting Cigarettes: The Greek Case

The factors underlying the variations in sales of different varieties of cigarettes in Greece did not always show that changes in selling prices always had an impact on sales. Advertising has a significant impact on the demand for the better varieties of cigarette, and advertisers should be aware of different reactions to “basic” and “extra‐fine” cigarettes. Marketing planners must bear in mind that average retail selling price has an impact on most sales to foreigners, except those of “fine” and “extra‐fine”, so price can be used to increase sales in certain cases.