Communication Process of Alcohol Consumption Fostering Vs. Opposition around University Campuses

Authors

รศ.ดร.อัศวิน เนตรโพธิ์แก้ว

Published

ASBBS PROCEEDINGS OF THE 20th ANNUAL INTERNATIONAL CONFERENCE

Abstract

The objectives of the research are to 1) study Integrated Marketing Communication (IMC)
process of alcohol beverage in fostering alcohol beverage consumption around Walailak University,
2) study anti-alcohol beverage consumption campaign around Walailak University, and
3) study Walailak University students’ communication decoding on alcohol beverage consumption.

This is a qualitative research in which the methodology includes documentary analysis, interview with the campaign runners, and focus group discussion with 9 target students of both campaigns. The results shows that the targets started drinking for 2 main reasons,: curiosity and friends’ persuasion.
Moreover, physical and geographical factors of Walailak University make the nightspot locations congested at the front of the university. In alcohol consumption fostering, nightspot owners create various marketing strategies: product design, nightspot interior design, event organization, online interactivity, and consumer’s lifestyle attraction. Besides,
alcohol beverage manufacturers apply several strategies including ambient media, advertising sponsorship, and event organization in the nightspot areas. Regarding to the anti-alcohol consumption campaign, the strengths are that the media are used to introduce both on alcohol beverage control and dormitory rules as well as the collaboration with the university’s activities and the local organizations, while the weaknesses are using repetitive and indifferent media, lacking interactive media, and lacking systematic document filing as campaign references. Moreover, the general topic of the key message that the targets decode matches what the senders encode: “Drinking alcohol is bad”. However, the meaning negotiation of alcohol drinking is drinking helps relaxing, socializing, maintaining good relationship, or being forced to do.

Communication Process of Alcohol Consumption Fostering Vs. Opposition around University Campuses. Hotel Windsor Suites & Convention Sukhumvit 20 , ASBBS PROCEEDINGS OF THE 20th ANNUAL INTERNATIONAL CONFERENCE (119-129).