Promotion

The impacts of advertising and marketing on drinking and related problems have been difficult to estimate; however, recent research has indicated a need to strengthen regulations. Targeted approaches, such as promotions aimed at college students, have been found to be much more problematic, and vulnerable groups (underage youth), are more susceptible. Legal or government restrictions on alcohol marketing range from moderate to considerable and vary across different alcohol types and media formats. Warning labels, product content labeling, and counter-messaging to increase awareness of alcohol’s harms may help offset industry promotions. 

The Sales and Marketing Practices of English‐Language Internet Alcohol Vendors

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  1. The Impact of Alcohol Marketing on Youth Drinking Behavior: A Two-Stage Cohort Study
    Gordon R, mackintosh AM, Moodie C. Alcohol and Alcoholism. 45(5), 470-480.
    Date: 2010 (archived)
  2. Alcohol Marketing Research: The Need for a New Agenda
    Meier PS. Addiction. 106(3), 466-471.
    Date: 2010 (archived)
  3. Effectiveness and Cost- Effectiveness of Policies and Programs to Reduce the Harm Caused by Alcohol
    Anderson P, Chisholm D, Fuhr DC. The Lancet. 373(9682), 2234-2246.
    Date: 2009 (archived)
  4. The Effect of Alcohol Advertising, Marketing and Portrayal on Drinking Behavior in Young People: Systematic Review of Prospective Cohort Studies
    Smith LA, Foxcroft DR. BMC Public Health. 9, 51-61.
    Date: 2009 (archived)
  5. Alcohol and Malt Liquor Availability and Promotion and Homicide in Inner Cities
    Jones-Webb R, McKee P, Hannan P, Wall M, Pham L, Erickson D, Wagenaar AC. Substance Use and Misuse. 43(2), 159-177.
    Date: 2008 (archived)
  6. Culture Clash: Alcohol Marketing and Public Health Aspirations
    Munro G, De Wever J. Drug and Alcohol Review. 27(2), 204-211.
    Date: 2008 (archived)
  7. Correlates of In-Store Promotions for Beer: Differential Effects of Market and Product Characteristics
    Bray JW, Loomis B, Engelen M. Journal of Studies on Alcohol and Drugs. 68(2), 220-228.
    Date: 2007 (archived)
  8. The Relationship Between Exposure to Alcohol Advertising in Stores, Owning Alcohol Promotional Items, and Adolescent Alcohol Use
    Hurtz SQ, Henriksen L, Wang Y, Feighery EC, Fortmann SP. Alcohol and Alcoholism. 42(2), 143-149.
    Date: 2007 (archived)
  9. The Marketing of Alcohol to College Students: The Role of Low Prices and Special Promotions
    Kuo M, Wechsler H, Greenberg P, Lee H. American Journal of Preventive Medicine. 25(3), 204-211.
    Date: 2003 (archived)
  10. The Effects of Bar-Sponsored Alcohol Beverage Promotions Across Binge and Non-Binge Drinkers
    Christie J, Fisher D, Kozup JC, Smith S, Burton S, Creyer EH. Journal of Public Policy & Marketing;. 20(2), 240(214).
    Date: 2001 (archived)
  11. Alcoholic Beverage Sales Promotion: An Initial Investigation of the Role of Warning Messages and Brand Characters Among Consumers Over and Under the Legal Drinking Age
    Garretson JA, Burton S. Journal of Public Policy and Marketing. 17(1), 35-47.
    Date: 1998 (archived)
  12. Brand Marketing: An Information Processing Perspective
    Penrice D. Harvard Business Review. 73(3), 13-14.
    Date: 1995 (archived)
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