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The Use of Video Content as the Digital Marketing Tool on Alcohol Market

Student: Ekaterina Mishukova

Supervisor: Tatiana Vetrova

Faculty: Graduate School of Business

Educational Programme: Management (Bachelor)

Final Grade: 8

Year of Graduation: 2018

Russian legislative restrictions on advertising of alcohol products are the reason why many alcohol companies switched to digital promotion, where the restrictions are not so strict. Some brands have pages in social networks, where they create and publish their own content, in particular, video content. However, today there is no single way to evaluate such advertising video projects. In this paper, video campaigns that were implemented by Klinskoye and other brands are considered. The purpose of the work is to study the marketing usage of video content among alcohol companies. As a method of data collection, in-depth expert interviews with industry representatives were used. As a result, expert opinions on the quality and success of the video content were received, as well as the methods that can be used to evaluate the effectiveness of video projects, which is of significant practical importance for producers of alcoholic beverages.

Full text (added May 29, 2018)

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