Transcript Marketing alcohol to young people – the evidence base for

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
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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
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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)
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The search for change at the aggregate level
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But little change seen in econometric studies in
mature markets
The effect of interventions
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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
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Cross sectional surveys: higher exposure, more postive response
predicted more positive beliefs, intentions to drink and reported
consumption
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Longitudinal surveys: more positive response to ads (and brand
affiliation) predicted heavier drinking and related problems later
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Experimental studies: some evidence of more positive beliefs
and increased drinking in naturalistic setting
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Qualitative responses: strong evidence of positive emotional
response, brands associated with key aspirations
Functions of marketing
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Competing with other drugs and with non alcohol
drinks
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Mature markets
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–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
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Develop alcohol culture by ‘consumer education’
effect on policy environment – normalisation