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Alcohol Marketing: from the horse’s mouth Professor Gerard Hastings Dublin September 15th 2010 ISM Institute for Social Marketing Structure 1. What is marketing? 2. Alcohol marketing works 3. The regulations do not 4. Conclusion: reduce exposure What is marketing? The processes business uses to encourage consumption of its products: – Multifaceted – Strategic and long term – relationships not just transactions: the who as well as the what – Seeking to influence the behaviour of customers and stakeholders What is marketing? mass media advertising billboards press television What is marketing other marketing communications point of free sale mass media samples advertising brand internet billboards press stretching television product sponsorplacement ship packaging What is marketing other marketing communications point of free sale mass media samples advertising brand internet billboards press stretching television product sponsorplacement ship packaging This is what we tend to focus on What is marketing other marketing communications point of price sale mass media promotions advertising internet pack design cinema press billboards sponsorbranding ship merchandising Cumulative impact: these communications are designed to reinforce and support one another What is marketing consumer marketing other marketing communications point of free sale mass media samples advertising product brand price design internet television press stretching billboards product sponsorplacement ship packaging distribution What is marketing stakeholder marketing corporate affairs consumer marketing social marketing other marketing communications point of free sale mass media samples advertising product brand price design internet television press stretching billboards product sponsorplacement media ship packaging knowComp how analysis distribution corporate social responsibility DAT Out of Hell? (Steinman 1977) Structure 1. What is marketing? 2. Alcohol marketing works 3. The regulations do not 4. Conclusion: reduce exposure We know marketing influences young people This is clear for • tobacco √ (Cochrane Collab, 2005) • unhealthy food √ (WHO, 2006) • and alcohol …. (BMA, 2009) “it is undeniable that alcohol advertising acts as an encouragement to consumption” (European Court of Justice ruling – C152/78 (2002) Evidence statement 5: There is conclusive evidence of a small but consistent association of advertising with consumption at a population level. There is also evidence of small but consistent effects of advertising on consumption of alcohol by young people at an individual level. (UK Gvt Review (2008) “alcohol advertising increases both the uptake of drinking and consumption in young people” (Science Committee of the EU Commission Alcohol Forum 2009) “Longitudinal studies consistently suggest that exposure to media and commercial communications on alcohol is associated with the likelihood that adolescents will start to drink alcohol, and with increased drinking amongst baseline drinkers.” Alcohol and Alcoholism 2009 Structure 1. What is marketing? 2. Alcohol marketing works 3. The regulations do not 4. Conclusion: reduce exposure Regulations (UK and Ireland) • Control the content of ads, but do not limit exposure • This is very difficult to do; ads are sophisticated, covert and carefully targeted • No Ordinary Commodity confirms that there is little evidence to support such regulation • The recent Health Select Committee enquiry shows why and confirms that reductions in exposure are the only effective option Health Select Committee Enquiry Internal marketing planning documents: Client/Agency Contact Reports; Client, Creative and Media Briefs; Media Schedules; Advertising Budgets; Market research reports The Sources of the Documents PRODUCERS BRANDS COMMS AGENCIES Beverage Brands WKD (an alcopop) Big Communications Bray Leino PR Five by Five (digital) Diageo Smirnoff vodka Lambrini (a perry) Sidekick shots Carling AKQA JWT BJL Cheethambell JWT Halewood International Molson Coors Brewing Company Beattie McGuinness Bungay (BMB) Health Select Committee Enquiry Internal marketing planning documents: Client/Agency Contact Reports; Client, Creative and Media Briefs; Media Schedules; Advertising Budgets; Market research reports HEALTH WARNING This is justof athe glimpse inside alcohol promotion The Sources Documents PRODUCERS BRANDS COMMS AGENCIES This promotion is very extensive: one of the WKD (an Big Communications Beverage Brands companies pleaded that the documents for just alcopop) Bray Leino PR Fiveone by Five (digital) pages one brand would amount to million Smirnoff AKQA vodka JWT The chosen producers and comms agencies Lambrini (a BJL Halewood are not especially at fault: they are just typical perry) Cheethambell JWT International Sidekick shots Carling Beattie McGuinness Bungay Molson Coors (BMB) Diageo Brewing Company The intentions, thinking, strategising that underpins alcohol marketing in the UK Problematic themes • Exploiting drunkenness, potency and excess • Linking drinking to sociability / social success • Appealing to masculinity and femininity all are outlawed by the regulatory codes drunkenness, potency and excess The self-regulatory codes state that advertising must not link alcohol with brave, tough, unruly or daring people or behaviour; nor should it encourage irresponsible, anti-social or immoderate drinking (whether in terms of style or amount). References to, or suggestions of, buying repeat rounds of drinks are not acceptable – including any suggestion that other members of the group will buy any further rounds. Ads must not suggest that a drink is to be preferred because of its alcohol content or place undue emphasis on alcoholic strength Promoting sociability and social success advertisers must not imply that alcohol can enhance drunkenness, potency and excess attractiveness, masculinity or femininity – nor use daringness, toughness, bravado, challenge, seduction, sexual activity or sexual success. Appealing to masculinity and femininity advertisers must not imply that alcohol can enhance attractiveness, masculinity or femininity – nor use daringness, toughness, bravado, challenge, seduction, sexual activity or sexual success. Drunkenness, potency and excess Lambrini: market research “quick female gags based on sex and drunkenness” and “aligning itself’” with concepts such as “being naughty, rude, outrageous or badly behaved”: Lambrini went on to make ads called “Thong” and “Tit tape” Drunkenness, potency and excess full of f Promoting sociability and social success Brand Key Attributes [Lambrini 2008] Essence • Accessible glamour • Always contemporary • Sweet and bubbly • Fruity flavours Benefits Rational Side: Palatable Product Year 1 { Insig Make the Night Sparkle • Being one of the girls • A fun night • In the know • Staying in control } Promise Enhancement Moment Personality Attributes • Accessible glamour • Always contemporary • Sweet and bubbly • Fruity flavours Getting together wit ‘build up’ is often the Human Side: nig Values • The perfect start to the night • Fun and sociable • ‘Feel good’ factor • Variety Promise • Spontaneous • Glamorous • Sassy • Great Company Sassy Cinderellas: Year 2 Young, single women who want a drink that taste good and makes them feel glamorous. The best way to make your night light, bubbly and full of flavour! Insight Audience The best way to make your night They feel they should be drinking wine, but don’t like the taste light, bubbly and full of flavour! Getting together with the girls and the ‘build up’ is often the most fun part of the night Audience Sassy Cinderellas: Young, single women who want a drink that taste good and makes them feel glamorous. They feel they should be drinking wine, but don’t like the taste Marketplace In-home easy drinking aimed at girls (wine, RTD, other perrys, beer, cider and spirits). Promoting sociability and social success Appealing to masculinity and femininity The intentions, thinking, strategising that underpins alcohol marketing in the UK Emerging Problems • Drunkenness, potency and excess • Promoting sociability and social success • Appealing to masculinity and femininity • Sponsorship • New media Sponsorship In the UK there is no formal regulation of sponsorship by alcohol companies (which is a major gap) Sponsorship In the UK there is no formal regulation of sponsorship by alcohol companies (which is a major gap) But linking alcohol consumption with sporting success and youth culture is explicitly prohibitted Sponsorship Youth Culture “Football and beer are perfect partners. Football’s not the same without beer and beer’s not the same without football. Together let’s change the word ‘beer’ in the above sentence to Carling” “More people are attending live music than ever before. FACT. Which is great for Carling as beer and live music go hand in hand. FACT” Sponsorship Carling defines the purpose of its music sponsorship as to: “Build the image of the brand and recruit “They [young think young male men] drinkers” about 4 things, we brew 1 “Ultimately, the band are thethem” heroes at the and sponsor 2 of venue and Carling should use them to ‘piggy back’ and engage customers [sic] emotions” New media New media Everything X 2 Structure 1. What is marketing? 2. Alcohol marketing works 3. The regulations do not 4. Conclusion: reduce exposure Conclusion 1. Marketing is a multifaceted, strategic and very effective approach to encouraging consumption 2. In the hands of the alcohol companies it influences drinking behaviour (onset and extent) 3. Current controls do nothing to constrain it; only limits on the amount of marketing will do this 4. Tobacco has shown us the way…. Conclusion We need a major reduction in the amount of alcohol marketing