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Liquor advertising and consumption in the United States: 1971-2008
Gary B. Wilcox, KyungOk Kacy Kim and Heather M. Schulz, International Journal of Advertising, Vol. 31, No. 4, 2012, pp. 819-834
Much of the confrontational efforts in the last four decades regarding the reduction of alcohol consumption have focused on the advertising of alcohol beverages.
Much of the confrontational efforts in the last four decades regarding the reduction of alcohol consumption have focused on the advertising of alcohol beverages. Critics of alcohol beverage advertising argue that the amount and substance of the alcohol advertising results in increased consumption of those beverages. A good deal of the research that supports this viewpoint utilises either cross-sectional data or controlled experiments, and identifies advertising as one of the possible factors influencing alcohol consumption. Using time-series analyses, this manuscript examines the relationship between distilled spirits advertising expenditures and consumption in the US from 1971 to 2008 on an aggregate and brand level. This four-decade period is especially interesting because it includes a decade in which the spirits industry ended a voluntary ban of advertising on electronic media.
The emerging middle class in Russia: Metamorphose of brand perception
Marina Simakova and Yannis Kavounis, ESOMAR, CEE Research Forum, Krakow, March 2012
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country.
This presentation explores the emergence of the middle class consumer in Russia following the development of capitalistic consumerism in the country. The findings presented are based on the results of qualitative research undertaken in the alcoholic spirit drinks market, using focus groups, in-home interviews and self-ethnographic tasks. The middle class consumer is between 20 and 35 years, educated and have not known a time out of work. Their characteristics include individualism, realistic optimism, a desire for more, true consumerism and the need to balance both "personal" and "social" worlds. Brands are now fully engaged in the middle class and attitudes to brands are balanced between opposing views in Russia. The paper also focuses on the perceived benefits of alcohol to the middle class, which has taken on emotional as well as functional attributes.
Calling time on binge drinking: Behavioural economics uncovers the hidden influences behind binge drinking
Orlando Wood, Alain Samson, Peter Harrison and Alex Batchelor, Market Research Society, Annual Conference, 2012
Influenced by behavioural economics and related psychological theories, this paper, from BrainJuicer, a UK market research agency, describes a new behavioural model that identifies some of the influences on our behaviour that the research industry regularly overlooks.
Influenced by behavioural economics and related psychological theories, this paper, from BrainJuicer, a UK market research agency, describes a new behavioural model that identifies some of the influences on our behaviour that the research industry regularly overlooks. The paper shows how ideas from the behavioural sciences have been used to develop a new mass ethnographic approach – The Behavioural Detectives – and describes how this might be applied to understand the factors that lead to irresponsible drinking in the UK.
Behaving economically with the truth - How Behavioural Economics can help research to better understand, identify and predict behaviour
Orlando Wood, Alain Samson and Peter Harrison, ESOMAR, Congress, Amsterdam, September 2011
This paper describes the many human biases identified by behavioural economics and unveils a new mass ethnographic approach – the behavioural detectives – that has been borne out of BrainJuicer’s understanding of behavioural economics.
This paper describes the many human biases identified by behavioural economics and unveils a new mass ethnographic approach – the behavioural detectives – that has been borne out of BrainJuicer’s understanding of behavioural economics. Referencing a case study on the context of irresponsible drinking, this paper shows how this approach can provide an indispensible framework for observation that can enrich our understanding of, and better explain, predict and influence human behaviour.
Comments - Alcohol advertising and youth
John B Ford, Erica Weintraub Austin and Stacey J.T. Hust, International Journal of Advertising, Vol. 25, No. 4, 2006
Two researchers examine the controversial issue of the effects of alcohol advertising on children and suggest areas for future study.
Two researchers examine the controversial issue of the effects of alcohol advertising on children and suggest areas for future study. Erica Weintraub Austin focuses on media literacy programs and their potential to protect the young against what she describes as the powerful allure of alcohol advertisements. Stacey Hust argues for research to examine whether alcohol advertising venues, including new mechanisms such as games, videos and web downloads, can impact upon the beliefs and behaviour of young people with regard to alcohol consumption.
Becoming cultural architects. How to drive the influence of research on company culture
Paul Buckley and Hilary Perkins, ESOMAR, Annual Congress, Lisbon, Sept 2004
Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones.
Many client-side research groups seek to challenge and change the paradigms in which their business operates into more consumer-centric ones. This paper describes how a single global segmentation study catalysed one organisation into rethinking many of their most important internal processes, including the allocation of resources across countries, brand positioning and the prioritisation of innovation opportunities. It contains lessons for others seeking to maximise the cultural impact of their work.
Advertising and alchohol consumption in the UK
Sally Dickerson and Jane Dorsett, International Journal of Advertising, Vol. 23, No. 2, 2004, pp. 149-171
The human and economic cost of alcohol misuse in the UK is high. Alcohol advertising has been criticised because of its presumed impact on alcohol consumption.
The human and economic cost of alcohol misuse in the UK is high. Alcohol advertising has been criticised because of its presumed impact on alcohol consumption. This two-part investigation considers possible reasons for alcohol consumption in the UK. In the first section, the authors examine the hypotheses that advertising increases market size and that alcohol advertising drives overall consumption. In the second section, the authors identify and quantify the key correlates of alcohol consumption in the UK. They consider the claim that alcohol advertising is directed at driving consumption among younger drinkers by utilising the AlcoVision survey and building separate econometric models for young people aged 18-24 and those over 25. For both age groups, economic confidence and seasonality are identified as key correlates of consumption. Other correlates are dependent on age. Consumption among the 18-24 age group is correlated with on-trade promotions and the increasing trend for in-home drinking. Consumption among people over 25 is related to pricing issues, from both competing categories and the relative price of alcohol. No statistical relationship between alcohol advertising and consumption was found for either age group.
The Qual remix
Greg Rowland, John Beasley-Murray, Siamack Salari and John Griffiths, Market Research Society, Annual Conference, 2004
Argues that qualitative group discussion research should no longer depend wholly on the central role of the moderator.
Argues that qualitative group discussion research should no longer depend wholly on the central role of the moderator. It is ineffective for the same person to be at the same time an actor and influencer in the group and its sole interpreter and reporter. Better work will result if other approaches are `mixed in’ with the group material (analogy: the remixing of a musical sound-track). This thesis is worked out in an example study of binge drinking among young men, conducted for a major drinks client. The project started with two films made by ethnographers of young lads on an evening out. These films were followed by `co-discovery’ sessions with the same participants, also subjected to semiotic analysis, and the results used in subsequent group discussions, part randomly recruited and partly friendship groups. In the paper, an ethnographer, a semiotician and a literary analyst separately comment on the method, how well it worked, the conduct of the groups, and how the groups were improved by these additions. The paper suggests that a low cost way of improving groups would be for the moderator to be accompanied by an independent `producer’, trained in one of these other disciplines, whose mandate would be to review the fieldwork process and ensure that all aspects (including the moderator’s own role) were taken account of in the interpretation. Results of the study as reported to the client are not covered.
In Touch With The Spirit World
Hilary Perkins and Paul Carney, ESOMAR, Consumer insights conference, Madrid, April 2003
Many companies do branding studies. Many do segmentation studies.
Many companies do branding studies. Many do segmentation studies. Both kinds of study provide extremely valuable diagnostic information to drive marketing strategies. Some companies even combine both in the same questionnaire. But very few studies fully integrate the results to create a holistic model. This paper will demonstrate the value of linking knowledge programmes to produce dynamic, predictive marketing knowledge. By demonstrating a project recently completed for Allied Domecq, we will show one way of creating just such a holistic model and illustrate how it provides the ability to target and plan for future growth. The results of the study have been key to planning future brand and communication strategies, but they also permeate areas such as outlet identification, logistics and promotions strategy.
Using Market Research to Enhance Corporate Innovation
Michael Cohen, ESOMAR, Marketing Research Congress, Paris, September 1999
The following paper demonstrates how applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications strategies.
The following paper demonstrates how applied research has been used to assist companies in the identification and design of innovative solutions for developing both vibrant internal cultures and responsive external marketing and communications strategies. The paper will focus on case studies illustrating how Applied Research & Consulting LLC (A.R.C.) conducted market research to assist two American corporations in finding innovative solutions to specific problems involved in expanding their existing business practices. The first case study will describe how research was used to assist an American television channel in expanding the use and appeal of a successful children’s television brand based in the United States to French child-age viewers and their parents. The second case study will describe the findings and implications of research designed to evaluate and improve employee satisfaction at a leading beverage provider during an intensive period of growth and expansion at the company.
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