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. 

Advertising and Challenges
Advertising Bans and Restrictions
Marketing and Promotions
Labeling and Packaging
  1. A Frequency and Content Analysis of Alcohol Advertising on Brazilian Television
    Pinsky I, Silva MTA. Journal of Studies on Alcohol. 60(3), 394-399.
    Date: 1999 (archived)
  2. 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)
  3. Image Advertisements for Alcohol Products: is there Appeal Associated with Adolescents’ Intention to Consume Alcohol
    Kelly KJ, Edwards RW. Adolescence. 33(129), 47-59.
    Date: 1998 (archived)
  4. Alcohol Regulation and Domestic Violence Towards Children
    Markowitz S, Grossman M. Contemporary Economic Policy. 16, 309-320.
    Date: 1998 (archived)
  5. Warning Labels: Evidence of Harm Reduction from Long-Term American Surveys
    Greenfield TK. Alcohol: Minimizing the Harm (pp. 105-125). London, England: Free Association Books. .
    Date: 1997 (archived)
  6. Alcohol Advertising and Motor Vehicle Fatalities
    Saffer H. Review of Economics and Statistics. 79: 431-432.
    Date: 1997 (archived)
  7. Brand Marketing: An Information Processing Perspective
    Penrice D. Harvard Business Review. 73(3), 13-14.
    Date: 1995 (archived)
  8. Alcohol Warnings in TV Beer Advertisements
    Slater MD, Domenech MM. Journal of Studies on Alcohol. 56(3), 361-367.
    Date: 1995 (archived)
  9. Advertising, Price, and Welfare: Evidence from the United States Brewing Industry
    Tremblay CH, Tremblay VJ. Southern Economic Journal. 62(2), 367-321.
    Date: 1995 (archived)
  10. Alcohol Warning Labels for Prevention: National Survey Findings
    Greenfield TK, Graves KL, Kaskutas LA. Alcohol Health and Research World. 17(1):67-75.
    Date: 1993 (archived)
  11. Influencing the Labelling of Alcoholic Beverage Containers: Informing the Public
    Stockwell T. Addiction. 88(Suppl), 53-60.
    Date: 1993 (archived)
  12. Public Support for Warning Labels on Alcoholic Beverage Containers
    Hilton ME, Kaskutas L. British Journal of Addiction. 86(10), 1323-1333.
    Date: 1991 (archived)
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