Communicative activities in beer marketing

This survey was carried out not only in interviews with representatives of the brewing and the restaurant industry, but also by analysing consumer surveys, press releases, blogs and postings. On their basis recommendations for communicative marketing activities to strengthen traditional beer culture have been elaborated. Here elements of inter-cultural marketing have been applied, such as the different perception of women in beer advertising in both countries. Non-traditional forms of marketing communication in the various countries were examined, especially in the areas of cross-marketing, viral and guerrilla marketing, product placement and various forms of sales support.

Duration: 2011-2012

Contact: Dr. Edgar Hoffmann