Thesis
Communication strategies in alcohol marketing: Application of six-segment message strategy wheel
Washington State University
Master of Arts (MA), Washington State University
05/2020
DOI:
https://doi.org/10.7273/000004121
Handle:
https://hdl.handle.net/2376/124998
Abstract
Alcohol advertisements are infamous for advertising to under aged user. They use different kinds of strategies and ad themes to get the attention. This study used Taylor's six-segment comprehensive strategy model to identify the popular themes used in the ads of these products. This study aimed to find out the most common strategies employed by the marketers to gain the viewers' attention. It also studied what strategies impacted user engagements on a social media app, Instagram. Official Instagram pages of the top 3 most selling alcohol brands were analyzed to answer these research question. A total of 303 ads from the brands: Bud Light, Budweiser and Coors Light were coded using content analysis method. SPSS was used for analysis. Results showed that social, ration and brand image were popular strategies. The presence of ego and sensory elements in the ads affected user engagements. Limitations, practical implications, and direction for future studies are listed below.
Metrics
Details
- Title
- Communication strategies in alcohol marketing
- Creators
- Pritha Agarwal
- Contributors
- Yoon Joo Lee (Advisor) - Washington State University, Strategic Communication, Department of
- Awarding Institution
- Washington State University
- Academic Unit
- Edward R. Murrow College of Communication
- Theses and Dissertations
- Master of Arts (MA), Washington State University
- Publisher
- Washington State University
- Identifiers
- 99900890783201842
- Language
- English
- Resource Type
- Thesis