Download How do the four Ps of marketing contribute to initiation, risky use and

How do the four Ps of marketing
contribute to initiation, risky use
and harmful use of alcohol,
tobacco and gambling? A
synthesis of evidence
Martine Stead, Kathryn Angus, Richard Purves
With contributions from Juriaan Witteman, Wim van Dalen,
Franca Beccaria , Enrico Petrilli, Peppino Ortoleva, Giuliana
Galvagno, Ben Baumberg.
AIMS
To explore:
• How does marketing encourage or facilitate addiction-related behaviours –
from initiation through risky use, harmful use to cessation and relapse?
• What are the mechanisms through which marketing exerts an influence?
• What is the role of the marketing ‘four Ps’ (product, place, price and
promotion)?
METHODS
‘Realist review’ – an approach to evidence review which focuses on
understanding the pathways, processes and mechanisms through which
effects are created.
Search and synthesis of a diverse range of evidence including:
• Studies of effects of marketing on behaviour
• Studies of addiction pathways and ‘careers’
• Theories and models of addiction, consumer behaviour and marketing
• Analysis of marketing strategies
• Marketers speaking in their own words (industry presentations, internal
advertising documents, retailer/trade journals)
PROMOTION
PLACE
Includes all forms of advertising, sponsorship, social media
Includes all settings where products can be
accessed including online; distribution; location and
density; accessibility; interior design.
• Availability and access are recognised
determinants of addiction-related behaviours
• Density and location of alcohol and gambling
outlets contribute to uptake, regular use and
harmful use
• Exposure to tobacco at point of sale increases
likelihood of uptake and discourages cessation
• Advertising exposure independently increases drinking & smoking uptake
• Mere exposure to advertising and other marketing cues can trigger cravings
and use in heavy and dependent users
Examples of promotion strategies:
• Products are associated with desired benefits through advertising and
branding
• Social norms are both harnessed and shaped by brand communications
• Behaviour is reinforced and dissonance is reduced by constantly reminding
consumers of benefits
Examples of place strategies:
• Distribution channels are managed so that
products are widely available in places convenient
to consumers (including online)
• Products are carefully placed to maximise
visibility, to prompt purchase, to condition and
reinforce, and to influence norms
PRICE
PRODUCT
Includes pricing strategy, pricemarking, promotions, low cost variants
Includes new product development; product range; packaging.
• ‘Entry’ products are designed to be appealing to new/young users
• Product ranges are designed to ‘graduate’ consumers from easy-to-use
entry products to stronger variants.
• Heavy/harmful use is facilitated by products which encourage repeated
use
• A consistent relationship between
price and purchase/consumption
Examples of price strategies:
• ‘Free’ trials (eg. online gambling)
entice new users
• Low price products (eg. 10-pack
cigs, cheap ciders) are affordable to
young users; cheap cigs are used
by low income consumers to
sustain consumption (rather than
quit)
• Financial incentives & loyalty
schemes are used to reinforce use
The research leading to these results or outcomes has received funding from the
European Union's Seventh Framework Programme (FP7/2007-2013), under Grant
Agreement nº 266813 - Addictions and Lifestyle in Contemporary Europe – Reframing
Addictions Project (ALICE RAP – www.alicerap.eu).
The views expressed here reflect those of the authors only and the European Union is
not liable for any use that may be made of the information contained therein.
Participant organisations in ALICE RAP can be seen at: http://www.alicerap.eu/aboutalice-rap/partner-institutions.html