The format of surrogate advertising for the alcohol industry in Thailand

Abstract

This qualitative research is aimed at studying the format of surrogate advertising for the alcohol industry in Thailand. Data were collected from 52 advertising agencies and 13 key informants, such as advertisers, marketers, lawyers, and psychologists. The results revealed that the surrogate advertising for the alcohol industry in Thailand comes in four forms: advertised through the organization; advertised through new non-alcoholic products; advertised through other products, services, or activities; and advertised through the cooperation of the product owner with other partners. The advertiser will bring the physical component and the abstract elements that are the soul of the goods. The essence of the brand and the brand extension of the original product Let's create value in the feelings of customers. And brand credibility is not established until the created brand can communicate with consumers through advertising media so that they recognize that brand as if they were watching an advertisement for the original product or the main product of that brand.