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ANALYSIS OF THE CONNECTION BETWEEN TELEVISION COMMERCIALS FOR BEER AND FOOTBALL

by | Jan 16, 2020 | DOI 2018

Nikola Vukčević, Luka Rakojević
Faculty of Arts and Communications, University of Donja Gorica, Podgorica, Montenegro
DOI: https://doi.org/10.31410/eraz.2018.482

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4th International Conference – ERAZ 2018 – KNOWLEDGE BASED SUSTAINABLE ECONOMIC DEVELOPMENT, Sofia- Bulgaria, June 7, 2018, CONFERENCE PROCEEDINGS published by: Association of Economists and Managers of the Balkans, Belgrade, Serbia;  Faculty of Business Studies, Mediterranean University – Podgorica, Montenegro; University of National and World Economy – Sofia, Bulgaria; Faculty of Commercial and Business Studies – Celje, Slovenia; Faculty of Applied Management, Economics and Finance – Belgrade, Serbia, ISBN 978-86-80194-12-7

Abstract

The paper deals with the relationship between the marketing activities of the producers of one of the most popular drinks in the world – beer and one of the most popular sports in the world – football. First, a chronological overview of this relationship was given and a historical cross-section of the relationship between beer and football industry was examined. Then a review of the modern global beer market was given; regional context was also analyzed, and special attention, through the application of SWOT analysis, was dedicated to the local brand – Brewery Trebjesa.

Key words

television commercials for beer, marketing, beer, football, media


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