Alcohol Promotion and the Marketing Industry

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ALCOHOL PROMOTION AND THE MARKETING INDUSTRY: TRENDS, TACTICS, AND PUBLIC HEALTH

Julie A. Novak
International MBA Student York University

Prepared for
The Association to Reduce Alcohol Promotion in Ontario September 2004

Working to Reduce the Impact of Alcohol Advertising

Acknowledgements
ARAPO wishes to acknowledge the effort and contributions of the following individuals to this paper: Tom Appleyard, Alcohol Projects Manager, Ontario Public Health Association Ben Rempel, Alcohol Projects Consultant, Ontario Public Health Association Pat Sanagan, Co-Chair, Association to Reduce Alcohol Promotion in Ontario

Julie A. Novak is an International MBA student, studying through the Schulich School of Business at York University in Ontario. Julie has also completed her Master’s Degree in Political Science at the University of Toronto, and a Bachelor of Science Degree from the University of Victoria. She has held positions in Public Policy in such places as Moldova and Geneva.

For more information or to order additional copies of Alcohol Promotion and the Marketing Industry: Trends, Tactics, and Public Health, please contact: The Association to Reduce Alcohol Promotion in Ontario Ontario Public Health Association 700 Lawrence Avenue West, Suite 310 Toronto, Ontario M6A 3B4 P: 416-367-3313 F: 416-367-2844 E: arapo@opha.on.ca W: www.apolnet.org/arapo.html Copyright © 2004 Association to Reduce Alcohol Promotion in Ontario

ALCOHOL PROMOTION AND THE MARKETING INDUSTRY: TRENDS, TACTICS, AND PUBLIC HEALTH TABLE OF CONTENTS
ABSTRACT............................................................................................................................................ 1 1.0 INTRODUCTION............................................................................................................................. 2 1.1 Marketing – A Definition................................................................................................................ 3 1.2 Building Brand Community............................................................................................................ 3 1.3 Global Alcoholic Beverage Perspective........................................................................................... 3 1.4 The Marketing Mix......................................................................................................................... 4 1.5 The Impact of Advertising on Consumption and Related Problems.................................................. 5 2.0 CURRENT MARKETING TRENDS............................................................................................... 5 2.1 Synergies Between Promotion and Sponsorship ........................................................................... 5 2.1.1 Sports Sponsorships..................................................................................................................... 6 2.1.2 Promotion and the Entertainment Industry.................................................................................... 7 3.0 ALCOHOL MARKETING AND THE INTERNET........................................................................ 8 4.0 THE ROLE OF LABELING AND PACKAGING IN ALCOHOL MARKETING........................ 9 5.0 TRENDS IN ADVERTISING TECHNIQUES............................................................................... 10 5.1 Sexually Explicit Content ............................................................................................................. 10 5.2 Low-Carb Phenomenon & Health Benefits.................................................................................... 11 6.0 ACTIONS TO ADDRESS CONCERNS ABOUT THE MARKETING OF ALCOHOL ............. 12 6.1 Awareness, Education and Skill Building...................................................................................... 13 6.2 Internet Action...
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