* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Marketing alcohol to young people – the evidence base for
Survey
Document related concepts
False advertising wikipedia , lookup
Marketing communications wikipedia , lookup
Social marketing wikipedia , lookup
Neuromarketing wikipedia , lookup
History of marketing wikipedia , lookup
Marketing research wikipedia , lookup
Services marketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Marketing plan wikipedia , lookup
Market environment wikipedia , lookup
Networks in marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Green marketing wikipedia , lookup
Transcript
Marketing alcohol to young people – the evidence base for policy Sally Casswell Centre for Social & Health Outcomes Research & Evaluation Massey University New Zealand Marketing in relation to the wider environment Physical and economic environment Range of marketing activity Television, radio, cinema, print, billboards Point of sale Product development and packaging Paraphernalia Product placement Sponsorship Branded events Internet marketing Viral marketing ‘Big Day Out’ – links between beer brand, youth radio stations, music events and internet The Half Day Off The Smirnoff Half Day Off Winner of two international advertising awards Bill boards, street posters, magazine ads, flyers in music stores, bars, viral marketing, TV in UK Consumers registered at website for a chance to win $25 bar tabs. 75% of registrants sent an e-ad promoting Half Day Off to friends. Registrants received email telling them to ‘turn off computers and head for the bar’ 8.2% increase in Smirnoff market share, some bars reported 130% increase in average Friday night takings Research on marketing(advertising) The search for change at the aggregate level But little change seen in econometric studies in mature markets The effect of interventions Bans on advertising – mixed picture but effects shown in most recent analysis involving 20 countries and 26 years data and in U.S. cross state comparisons Response of young people to marketing Cross sectional surveys: higher exposure, more postive response predicted more positive beliefs, intentions to drink and reported consumption Longitudinal surveys: more positive response to ads (and brand affiliation) predicted heavier drinking and related problems later Experimental studies: some evidence of more positive beliefs and increased drinking in naturalistic setting Qualitative responses: strong evidence of positive emotional response, brands associated with key aspirations Functions of marketing Competing with other drugs and with non alcohol drinks Mature markets –share of intoxicants and share of throat Encourage new cohorts of (heavier) drinkers and new sectors eg women drinkers effect on policy environment – normalisation Emerging markets Develop alcohol culture by ‘consumer education’ effect on policy environment – normalisation