Transcript What is marketing?

The effect of different types of alcohol
marketing on drinking behaviour: Are some
types more harmful than others?
Ross Gordon
Institute for Social Marketing:
University of Stirling & The Open University
EUCAM Work Conference, Brussels
21st November 2008
ISM Institute for Social Marketing
Structure
1. Marketing & Communication
2. Alcohol Marketing – types & their
effect
3. ISM Research
4. Conclusions
Marketing & Communication
What is marketing?
mass media
advertising
billboards press
television
Marketing & Communication
What is marketing
other marketing
communications
point of
free
sale mass media samples
advertising
brand
internet billboards press stretching
television
product
sponsorSMS placement
ship
packaging
Marketing & Communication
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
sponsorSMS placement
ship
packaging
distribution
Marketing & Communication
Stakeholder marketing
What is marketing
corporate
affairs
consumer
marketing
health
warnings
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
Marketing & Communication
What is marketing?
The processes business uses to encourage
consumption of its products
Multifaceted
Driven by consumer research: exchange;
targeting
Strategic and long term – relationships not just
transactions
Seeking to influence the behaviour of
customers, stakeholders even competitors
Marketing & Communication
Does marketing influence young people?
The short answer is yes
The question has been asked and
answered for
•
tobacco √
(Cochrane Collab, 2004)
•
energy dense food √
(WHO, 2006)
•
alcohol √
(JPHP 2005)
Structure
1. Marketing & Communication
2. Alcohol Marketing – types and their
effect
3. ISM Research
4. Conclusions
Alcohol Marketing
• Big business: Alcohol Market worth several hundred
billion euros across the EU
• Marketplace consolidation → Global Brands →
Bigger Marketing Budgets
• Alcohol Advertising Spend of €1431m across *8 EU
countries in 2007
• Estimated total marketing spend is 4 times this
amount, marketing spend → below the line channels
• Not just advertising: Several marketing channels:
•
•
Keynote Market Report 2005, Alcohol Concern , Institute for Alcohol Studies 2004, Strategy Unit Harm Reduction project report 2003
*Belgium, France, Germany, Italy, Netherlands, Spain, Sweden, UK. Data from EACA 2008.
Alcohol Marketing
The effects of alcohol marketing
Snyder et al (2005)
Saffer& Dave (2006)
mass media
advertising
Stacey et al (2004)
television press
billboards
Pasch et al (2007)
Ellickson et al (2005)
Collins et al (2007)
Alcohol Marketing
Billboards/Posters
Alcohol Marketing
TV
http://uk.youtube.com/watch?v=dElUq3xoikQ
INSERT VIDEO CLIP
Alcohol Marketing
The effects of alcohol marketing
Collins et al (2007)
other marketing
communications
point of
price
sale mass media promotions
advertising
television press
billboards
sponsorbranding
ship
merchandising
Alcohol Marketing
Price Promotions
Alcohol Marketing
The effects of alcohol marketing
Ellickson et al (2004)
Hurtz et al (2007)
other marketing
communications
point of
price
sale mass media promotions
advertising
television press
billboards
sponsorbranding
ship
merchandising
Alcohol Marketing
Point of Sale
INSERT Octopussy flyers
Alcohol Marketing
Sponsorship
Alcohol Marketing
The effects of alcohol marketing
other marketing
communications
point of
price
sale mass media promotions
advertising
television press
billboards
sponsorbranding
ship
merchandising
Henriksen et al (2008)
McClure et al (2006)
Alcohol Marketing
Branding & Merchandising
Alcohol Marketing
However there are several other marketing channels
that warrant attention
The effects of alcohol marketing
other marketing
communications
price
point of
sale mass mediapromotions
pack
advertising
internet
design
television press product
viral
billboards placement
sponsorSMS branding
ship
merchandising
Alcohol Marketing
Internet
22
8
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years of age or over or of legal drinking
age in your country.
Enter your date of birth below confirming
that you are of legal drinking age.
1979
Alcohol Marketing
Mobile/SMS
Alcohol Marketing
Product/pack design
Structure
1. Marketing & Communication
2. Alcohol Marketing – types and their
effect
3. ISM Research
4. Conclusions
ISM Research
ISM Research is aiming to look at all of these channels
The effects of alcohol marketing
other marketing
communications
price
point of
sale mass media promotions
pack
advertising
internet
design
television pressproduct
viral
billboards placement
sponsorSMS branding
ship
merchandising
ISM RESEARCH
ISM research
•
Using a cohort design to investigate the
cumulative impact of alcohol marketing
•
Random sample of 1000 13 year olds
followed up at 15; asked about drinking and
marketing
•
Will assess for differences by levels of
affluence and disadvantage, and by gender
•
Began with qualitative research
Want to share the qualitative and first
stage quantitative data with you
ISM research
Alcohol and drinking are common and familiar
• 35% of 13 year olds reported having tried alcohol
“Yeah I drink quite a bit. You want
to get a wee buzz out of it. It feels
good.” (Males, 13, C2DE)
“the two vodkas are
dead strong cos they
are 37%.” (Male, 13,
ABC1)
“For the tonic wine its £5.15
for a full bottle and for a half
bottle, its £2.89 in my local
shop.” (Fem, 14, ABC1)
ISM research
Alcohol inhabits their cultural space
• 61% aware of sponsorship of sports or sport teams
• 34% aware of sponsorship of music events/venues
Rangers and Celtic are
sponsored by Carling. It would be
hard to find someone who didn’t
know what Carling was (Males, 13,
ABC1)
“On the internet I get pop ups
for alcohol, and if you go to
the Rangers website, or
Celtic then a Carling sign
comes up.” (Females, 14, ABC1)
ISM research
Alcohol marketing of all sorts is familiar
Awareness
• adverts on TV: 77%
• billboards or posters: 53%
• in store promotions: 55%
• branded clothing/other items: 66%
• special price offers: 60%
• mobile logos or screensavers: 24%
• web pages or pop-ups: 12%
ISM research
Wave 1 Survey Data
Number of alcohol marketing channels seen by those who had seen at least one
160
Number of respondents
140
120
100
80
Series1
60
40
20
0
1
2
3
4
5
6
7
8
9
10
11
12
Number of alcohol marketing channels seen
13
14
15
ISM research
Alcohol marketing of all sorts is familiar
Involvement
• owned branded clothing etc: 45%
• received free branded gifts: 10%
• received special price offers: 10%
ISM research
Alcohol brands are familiar
When asked to name masked brands:
95% could name Carling; 93% Smirnoff; 91% WKD
All are heavily marketed
“I prefer WKD to
Bacardi Breezer. It's
just because most
people would probably
rather drink that one
and be seen with it, it’s
got a better image. I’ve
seen them advertised,
the WKD” (Females, 14,
ABC1)
“You hear Buckie more
than Buckfast. You see
it and hear people
talking about it. (Males,
13, ABC1)
“Smirnoff vodka is cool.”
(Female, 13, C2DE)
Cumulative effect?
Cumulative effect!
other marketing
communications
price
point of
sale mass mediapromotions
pack
advertising
internet
design
television press product
viral
billboards placement
sponsorSMS branding
ship
merchandising
NEED RESEARCH TO CONSIDER:
Cumulative impact: these communications are
designed to reinforce and support one another
Cumulative effect!
• Collins et al 2007 examined the joint effect of
exposure to advertising in 6 channels; TV, Radio,
Press, Point of Sale, Price Promotions &
Merchandising; on youth drinking.
• Joint effect of exposure at Grade 6 was strongly
predictive of Grade 7 drinking & intentions to drink
• Youth in the 75th percentile of alcohol marketing
exposure had a predicted probability of drinking that
was 50% greater than that of youth in the 25th
percentile
Cumulative effect!
• Alcohol products and
drinking
• Multiple forms of
marketing
• Brands
}
Are familiar, part of
their lives, cultural
props, defining
their identities
Subtle, sophisticated influence; seduction not bullying.
Social Norms: injunctive (drinking is right); descriptive
(everybody does it) and subjective (my peers do it)
Conclusions
• Therefore evidence that marketing spend is
moving into below the line channels (web,
viral, sponsorship)
• Young people have a strong awareness and
understanding of alcohol products, brands,
pricing and promotional activity
• Level of youth exposure to alcohol marketing
is high across several channels
Conclusions
• We need to focus on the cumulative effect of
alcohol marketing – not concentrate on one
or two channels
• However marketing spend is increasing in
below the line channels: new media, viral,
sponsorship
• These channels are largely unregulated
Conclusions
• All channels of marketing communications
need to be monitored effectively
• Regulation needs to be strong, well informed
through good research and more prescriptive
to be effective.
• Regulation must be consistently applied
across all channels. Too many loop holes
currently e.g. new media/sponsorship.
Conclusions
• Regulatory framework must also
consider the frequency & breadth of the
level of exposure to alcohol marketing &
restrict where necessary
• Penalties need to be tougher and prevetting across all channels employed
Conclusions
• Alcohol Industry & Marketers need to be
more socially responsible.
• Drinking in the last chance saloon? Industry
needs to prove that self regulation works,
(currently it does not seem to) or statutory
regulation/bans could be forthcoming.
THANK YOU
Ross Gordon
Institute for Social Marketing:
University of Stirling & The Open University
EUCAM Work Conference, Brussels
21st November 2008
ISM Institute for Social Marketing