Essays about: "alcohol marketing"

Showing result 1 - 5 of 18 essays containing the words alcohol marketing.

1. 1. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

   University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

   Author : Bjarke Røn Knudsen; [2022]
   Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

   Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

3. 2. The vision of the monopoly: An idea analysis of Systembolaget's campaign material through the decades

   University essay from Lunds universitet/Europastudier

   Author : Alicia Karvosenoja; [2022]
   Keywords : Systembolaget; Alcohol policy; Social Marketing; Welfare state; Qualitative idea analysis; Advertising campaigns; European Studies; Social Sciences;

   Abstract : The purpose of this thesis is to examine the evolution of the Swedish state-owned company Systembolaget’s idea and message from 1970 to 2020 through advertising campaign material from each decade. The findings are then compared to Gösta Esping-Andersen’s welfare state model in Three worlds of Welfare Capitalism, changes in alcohol policy during that time period and the social marketing theory. READ MORE

4. 3. How Product Properties Drive Wine Sales in Norway

   University essay from KTH/Matematisk statistik

   Author : Elin Blomqvist; Johan Legernes; [2021]
   Keywords : Regression; Wine; Vinmonopolet; Marketing mix; 4P; Price triangle; Statistics; Applied mathematics; Regression; Vin; Vinmonopolet; Marknadsmixen; 4P; Pristriangel; Statistik; Tillämpad matematik;

   Abstract : This project investigates the Norwegian wine market and attempts to provide models of how the sales volume is influenced by different product attributes. The purpose was to examine if and how such relationship can be modelled using multiple linear regression. READ MORE

5. 4. Digital advertising on a regulated market : A multiple-case study in the Swedish alcohol industry

   University essay from Uppsala universitet/Företagsekonomiska institutionen

   Author : Wilhelm Borgstam; Dimitri Koido; [2021]
   Keywords : Digital Advertising; Brand Awareness; Regulated Markets; Market Regulations; Social Media Marketing; Digital Media Channels;

   Abstract : In regulated markets companies must comply with various rules, standards, and approval protocols to avoid expensive lack-of-compliance costs. Such regulations often limit the ability of companies to advertise and thereby reach out to consumers. READ MORE

6. 5. Marketing communications in conditions of strict regulation of advertising: case of the alcohol market

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Yulia Lunina; [2020]
   Keywords : Dark market; alcohol marketing; marketing communication tools; the AIDA model;

   Abstract : This master's thesis explores the impact of marketing communication tools on consumer behavior in the Russian alcohol market. Russia is a dark market. The dark market is a market where outdoor advertising is prohibited, as well as advertising on TV and radio. READ MORE