Subject Index
 

The product placement industry is worth as much as $40bn globally, but very little is really known about it. This paper investigates the potential of 'brand integration', as those involved prefer to c ...

Economic growth and rising prosperity means that urban Russians are drinking more and drinking differently. This paper, by a Diageo Russia and CIS executive, looks at current trends in Russia's alcoho ...

This paper provides an overview of advertising expenditures during 2006 in the drinks sector. Despite being one of the larger advertising categories at €2.8bn ($4.14bn), drinks spending stagnated bet ...

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 the ...

Markets for alcohol are highly disparate with products, brands, distribution patterns and consumer behaviour varying around the world. Consumer taste differentiation is minimal resulting in a heavily ...

This paper provides an insight into the global alcoholic beverages market, spanning breweries, wineries and distilleries. An industry snapshot reveals a global market comprising tens of thousands of ...

This paper reports on analysis commissioned by Diageo into how its marketers and agencies approach the creation of advertising. Client and agency manifestos proved to be markedly different, thus emph ...

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 stud ...

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 po ...

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 influen ...

The marketing of alcohol, both dangerous drug and source of tax revenue, continues to attract critics such as the World Health Organisation. The industry claims that their aim is to influence brand c ...

Public policy debates in the US often target advertising when seeking to deal with problems involving health. Such has been the case with food, tobacco and alcohol advertising, but these frequent pron ...

Nick Johnson explains that whilst there is constant pressure to develop and launch new alcoholic products successful new brand launches are very infrequent. The author argues that part of the problem ...

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 ...

A year ago Diageo was the world's largest food and drink company. Now food interests are on their way out and another drinks company Seagrams, is on the way in. Rob Malcolm, President of Global Mark ...

This article focuses on a segment of the alcoholic drinks market known as 'emergent drinkers' - 18-25 year olds - and aims to provide a model to gain an insght into the factors that influence their br ...

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 respo ...

Compares the habits of (young) men and women in choosing alcoholic drinks. How the environment has changed (use of pubs, décor etc.). But bar displays are still not well adapted to women, in contrast ...

The discussion of public policy related to alcohol use has relied heavily on the school of thought that maintains that a rise or fall in national per capita consumption would automatically lead to a c ...

In this paper, Duffy presents estimates of the effect of advertising on alcoholic drink demand in the UK. Although the reported estimates of the advertising elasticities are very small, it might be th ...

Discusses how the single market in 1992 will affect the drinks industry. British companies are particularly well placed in this market. There are three important factors: increasing internationalisati ...

Johnson (1985) presents a system-wide analysis on the effects of advertising on the demand for beer, wine and spirits in the UK. However, his results are not consistent with other studies in the area. ...

This paper, originally published in 1982, investigates attempts to test the proposition that advertising is an important factor influencing total consumption. It surveys prior work in the area and dis ...

Explores ways in which missing data (which can otherwise result in loss of efficiency, and bias) can be imputed. Applies a method of multiple imputation to deal with missing data on alcohol consumptio ...

Some one million deaths in the US are estimated to be ‘premature’ and attributable to lifestyle and environmental factors. Advances in health care, immunisation and sanitation means that the health st ...

The research is based on a comparative study of alcoholic beverage consumption in the 15 member countries of the European Union as of 1995. A historical methodology was used for collecting and recons ...

This paper describes a global research study carried out by Millward Brown International for Allied Domecq Spirits and Wine to provide a common language for the measurement of brand equity across all ...