Advertising and alcohol: an analysis of the evidence relating to two major aspects of the debate

M J Waterson

The overall conclusions from this 1989 examination of the published work relating to the impact of alcohol advertising on drink markets in developed countries, are that competitive brand advertising for drink products has as its intent the commercial purpose of maintaining or increasing the brand share of the product being advertised, and independent reviews of the literature now available confirm that advertising plays an insignificant role in moulding the broad patterns of demand for product groups such as drink.

Advertising and alcohol: an analysis of the evidence relating to two major aspects of the debate

Michael Waterson

Director of Research, The Advertising Association, UK

 

The overall conclusions from this 1989 examination of the published work relating to the impact of alcohol advertising on drink markets in developed countries, are that competitive brand advertising for drink products has as its intent the commercial purpose of maintaining or increasing the brand share of the product being advertised, and independent reviews of the literature now available confirm that advertising plays an insignificant role in moulding the broad patterns of demand...

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