การสื่อสารผ่านกิจกรรมพิเศษของบริษัทผู้ผลิตเครื่องดื่มแอลกอฮอล์ / นัดดาว ชัยรัต = Communication through special event of alcohol beverage companies / Naddao Chairat
To study the communication process through special event of alcohol beverage companies and the attitude of receivers. Qualitative research was implemented with the research techniques of content analysis and focus group discussion. The research result are as follow: (1) Manufacturer of four brands alcoholic beverages organized 96 activities of special event in 2009. The brand that ran special events at the highest rate was Leo. The most popular special event was Road show. The most popular month for setting special events was October. The special events were continuously organized in a similar theme throughout the year. The sex appeal was the most popular key massage. The most objective of special events reflected as marketing profit. News calendar was the most popular communication tool used to promote the event. Moreover, the research revealed two types of special events. Firstly, a special event that was arranged by a big campaign in a short period. The style and the content were created for public attention by using variety of the communication tools, including making news agenda. Secondly, a package of continuous event, which promote the same theme at non-mass level. (2) The result from the focus group discussion shows that youth’s attitude was divided into 2 groups. The first group, hard drinker had positive attitude toward the special event of the alcohol beverage companies. They were also so much interested in joining the special events. The second group, less drinker and non drinker had positive attitude toward the special event of the alcohol beverage companies. But they joined these special events less than the first group. However, it was found that young people have less literacy for special events of alcoholic beverages.
