Male adolescents' reactions to TV beer advertisements: the effects of sports content and programming context.

An exploratory study of influences on public opinion towards alcohol and tobacco sponsorship of sporting events

“…In addition, given the ubiquitous nature of marketing messages involving alcohol and tobacco found during televised sporting events (Blum, 1991;Madden and Grube, 1994), and the need to subsequently account for the potential influence of media socialisation (Grube and Wallack, 1994;Slater et al, 1996), respondents were asked to estimate the average number of hours they spent viewing television sports during a typical week. Similar to Dixon et al (1991), several sociodemographic questions were also posed for classification purposes, including: respondents' age, gender, race, and level of education.…”

Saturated in beer: Awareness of beer advertising in late childhood and adolescence

“…Moreover, the Miller ad had a youth audience that was more than 50% larger than the Budweiser audience, on average. In light of this, as well as research showing that male adolescents have a preference for beer ads with sports content [24], it is particularly noteworthy that the Budweiser ad was recognized so much better. We should note that a key difference between the Miller and Budweiser ads was that the Budweiser ad was part of a series, and also aired on the radio.…”

The Growth in Marketing Alliances between US Professional Sport and Legalised Gambling Entities: Are We Putting Sport Consumers at Risk?

“…Like tobacco and alcohol, gambling has been shown to start during adolescence (National Gambling Impact Study Commission, 1999). Academic research, much of which has been conducted outside the United States, has suggested that both tobacco sponsorships (Hoek, Gendall, & Stockdale, 1993) and sport marketing promoting beer (Grube & Wallack, 1994;Slater, Rouner, Murphy, Beauvais, Van Leuven, & Domenech, 1996) can have significant effects on young consumers. Hoek et al (1993), for instance, found that a single exposure to tobacco sponsorship advertising reinforced existing smoking behaviour among young New Zealand male school-aged smokers, created more favourable attitudes towards smoking among non-smokers, and increased non-smokersʼ brand awareness, thus suggesting that sponsorship ads fulfil a function very similar to product advertising.…”