Beer, wine, or spirits? Advertising's impact on four decades of category sales

Wilcox, Gary B.; Kang, Eun Yeon; Chilek, Lindsay A.

doi:10.1080/02650487.2015.1019961

Cited by 22 publications

(25 citation statements)

References 32 publications

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“…A recent study of alcohol advertising expenditures and alcohol consumption during the period 1971-2012 failed to find any effect of advertising on consumption (33). …”

Section: Introductionmentioning

confidence: 99%

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers – United States, 2011–2012

Siegel

Ross²,

Albers

et al. 2015

The American Journal of Drug and Alcohol Abuse

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Background Marketing is increasingly recognized as a potentially important contributor to youth drinking, yet few studies have examined the relationship between advertising exposure and alcohol consumption among underage youth at the brand level. Objectives To examine the relationship between brand-specific exposure to alcohol advertising among underage youth and the consumption prevalence of each brand in a national sample of underage drinkers. Methods We analyzed the relationship between population-level exposure of underage youth ages 12-20 to brand-specific alcohol advertising in national magazines and television programs and the 30-day consumption prevalence—by brand—among a national sample of underage drinkers ages 13-20. Underage youth exposure to alcohol advertising by brand for each month in 2011, measured in gross rating points (GRPs), was obtained from GfK MRI and Nielsen for all measured national issues of magazines and all national television programs, respectively. The 30-day consumption prevalence for each brand was obtained from a national survey of 1,031 underage drinkers conducted between December 2011 and May 2012. Results Underage youth were more than five times more likely to consume brands that advertise on national television and 36% more likely to consume brands that advertise in national magazines. The consumption prevalence of a brand increased by 36% for each 1.5 standard deviation (50 GRPs) increase in television adstock among underage youth and by 23% for each 1.5 standard deviation (10 GRPs) increase in magazine adstock. Conclusion These findings suggest that alcohol advertising influences an important aspect of drinking behavior— brand choice—among youth who consume alcohol.

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“…A recent study of alcohol advertising expenditures and alcohol consumption during the period 1971-2012 failed to find any effect of advertising on consumption (33). …”

Section: Introductionmentioning

confidence: 99%

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers – United States, 2011–2012

Siegel

Ross²,

Albers

et al. 2015

The American Journal of Drug and Alcohol Abuse

View full text Add to dashboard Cite

show abstract

“…Research on the impact of alcohol sponsorship is limited. However, interest in this area has grown since 2009 (Belt et al, ; O'Brien et al, ; Wilcox et al, ), coinciding with an increase in sponsorship as a marketing tool. Studies have shown a direct relationship between exposure to sponsorship, brand awareness, and attitudes toward consumption (Brown, ; Davies, ), suggesting that greater exposure involves a greater intention to consume.…”

Section: The Dilemma Of the Effectiveness Of Alcohol Brand Sponsorshipmentioning

confidence: 99%

“…Wilcox et al () suggest that sponsorship and advertising are unrelated to alcohol consumption, whereas others (e.g., Hastings et al, ) have concluded that exposure to sponsorship increases its effectiveness (consumption and brand awareness). Various studies have shown relationships between exposure to alcohol brand sponsorship and alcohol consumption as well as associated attitudes toward this consumption (Kelly et al, ); however, the evidence of significant relationships between exposure and consumption varies among studies (Brown, ).…”

Section: Hypothesesmentioning

confidence: 99%

“…Thus, an important question is: Which marketing strategies (e.g., communication strategies) influence consumption and attitudes toward products, and how do they do so (Lindsay et al, )? Surprisingly; however, very little research has examined the impact of sponsorship by unhealthy food products (Kelly, Ireland, Alpert, & Mangan, ), although the topic began to receive more interest in 2009 because of increased sponsorship by this type product for commercial purposes (O'Brien et al, ; Wilcox, Kang, & Chilek, ).…”

Section: Introductionmentioning

confidence: 99%

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The effectiveness of advertising alcohol products in sports sponsorship

Santos

Campos

Hervás

2020

Psychology and Marketing

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Studies have shown that exposure to sponsorship can influence behavior. However, evidence of the effectiveness of sports advertising and its influence on alcohol consumption is inconclusive. The goal of this research is to examine whether sponsorship by alcohol products receives the same attention as sponsorship by nonalcohol products depending on their congruence and the way they influence the intention to consume. Using sports posters, an experiment was performed to measure attention through eye‐tracking. The results show that attention paid to alcohol brands is no greater than the attention paid to incongruent brands and is no different from the attention paid to congruent brands, regardless of gender and sporting discipline. Attention paid to sponsors has no influence on the intention to consume. These results show the need for further research on the effectiveness of sponsorship and its relationship with alcohol consumption.

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“…In 2014, the annual ridership in NYC subway stations was expansive at 1,751,287,621 and provides the unique opportunity to connect and engage with adults and children during their travels [10] . Overall alcohol spending by United States consumers totaled more than $170 billion even though per capita consumption declined from 28.8 gallons per person in 1982 compared to 24.5 gallons per person in 2012 [11] . Despite this decrease, the rate of alcohol advertisement exposure rated for youths aged 12-20 years represent some of the highest levels [9] serving as potential contributors to “subsequent drinking behavior” among youths [12] that may encourage participation (activation) of other unhealthy behaviors.…”

Section: Introductionmentioning

confidence: 99%

Implications for visually stimulating advertisements on NYC subway platforms

Fullwood

Basch

LeBlanc

2016

International Journal of Adolescent Medicine and Health

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Despite the fact that the New York City (NYC) Metropolitan Transportation Authority (MTA) no longer advertises tobacco products, there is no ban on ads for alcohol. The purpose of this pilot study was to evaluate the frequency of alcohol-related advertising content on the platforms of two populated subway lines in NYC. Advertisements were evaluated on one subway line (the green line) that runs through Bronx and Manhattan in NYC. In the stations included in the study, the total number of advertisements were tallied and classified according to the type of advertisement. When an advertisement for alcohol was identified, it was determined whether the ad was for an alcoholic beverage, or it if was for a different product but exhibited an alcoholic beverage in some way. A total of 26 advertisements were identified which marketed an alcohol product. An additional 24 ads were noted for marketing another product or service whereby, alcohol was depicted as being consumed. There was a statistically significant difference in ads between the different lines t (20.04)=7.62, p<0.001, with an average of 1.5 ads on the uptown lines (heading toward and through the borough with the lowest median income) versus 0.06 ads on the downtown lines (heading toward and through the borough with the highest median income). Given the far reach that subway advertisements have, focus could shift to health promoting products, versus those that are deleterious.

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Beer, wine, or spirits? Advertising's impact on four decades of category sales

Cited by 22 publications

References 32 publications

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers – United States, 2011–2012

The relationship between exposure to brand-specific alcohol advertising and brand-specific consumption among underage drinkers – United States, 2011–2012

The effectiveness of advertising alcohol products in sports sponsorship

Implications for visually stimulating advertisements on NYC subway platforms

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