the effect of different types of alcohol marketing on drinking behaviour: are some types more...
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The effect of different types of alcohol marketing on drinking behaviour: Are some
types more harmful than others?
Ross GordonInstitute for Social Marketing:
University of Stirling & The Open University
EUCAM Work Conference, Brussels21st November 2008
ISM Institute for Social Marketing
Structure
1. Marketing & Communication
2. Alcohol Marketing – types & their effect
3. ISM Research
4. Conclusions
What is marketing?
mass mediaadvertising
television
pressbillboards
Marketing & Communication
What is marketing
mass mediaadvertising
pressbillboards
other marketingcommunications
point of sale
packaging
internet
sponsor-ship
productplacement
brandstretching
freesamples
television
Marketing & Communication
SMS
What is marketing
mass mediaadvertising
television press
billboards
other marketingcommunications
point of sale
packaging
internet
sponsor-ship
productplacement
brandstretching
freesamples
consumermarketing
productdesign
distribution
price
Marketing & Communication
SMS
What is marketing
mass mediaadvertising
television press
billboards
other marketingcommunications
point of sale
packaging
internet
sponsor-ship
productplacement
brandstretching
freesamples
consumermarketing
productdesign
distribution
price
Stakeholder marketing
corporatesocial
responsibility
Companalysis
mediaknow-how
corporateaffairs
healthwarnings
Marketing & Communication
What is marketing?
The processes business uses to encourage consumption of its products
Multifaceted
Driven by consumer research: exchange; targeting
Strategic and long term – relationships not just transactions
Seeking to influence the behaviour of customers, stakeholders even competitors
Marketing & Communication
Does marketing influence young people?The short answer is yes
The question has been asked and answered for
• tobacco √(Cochrane Collab, 2004)
• energy dense food √(WHO, 2006)
• alcohol √(JPHP 2005)
Marketing & Communication
Structure
1. Marketing & Communication
2. Alcohol Marketing – types and their effect
3. ISM Research
4. Conclusions
Alcohol Marketing• Big business: Alcohol Market worth several hundred
billion euros across the EU
• Marketplace consolidation → Global Brands → Bigger Marketing Budgets
• Alcohol Advertising Spend of €1431m across *8 EU countries in 2007
• Estimated total marketing spend is 4 times this amount, marketing spend → below the line channels
• Not just advertising: Several marketing channels:• Keynote Market Report 2005, Alcohol Concern , Institute for Alcohol Studies 2004, Strategy Unit Harm Reduction project report 2003• *Belgium, France, Germany, Italy, Netherlands, Spain, Sweden, UK. Data from EACA 2008.
mass mediaadvertising
television press
billboards
The effects of alcohol marketing
Snyder et al (2005)Saffer& Dave (2006)
Ellickson et al (2005)Collins et al (2007)
Stacey et al (2004)
Pasch et al (2007)
Alcohol Marketing
Alcohol MarketingBillboards/Posters
Alcohol MarketingTV
http://uk.youtube.com/watch?v=dElUq3xoikQ
INSERT VIDEO CLIP
mass mediaadvertising
press
billboards
other marketingcommunications
point of sale
sponsor-ship
branding
merchandising
pricepromotions
The effects of alcohol marketing Collins et al (2007)
Alcohol Marketing
television
Alcohol MarketingPrice Promotions
mass mediaadvertising
press
billboards
other marketingcommunications
point of sale
sponsor-ship
branding
merchandising
pricepromotions
The effects of alcohol marketing
Ellickson et al (2004)Hurtz et al (2007)
Alcohol Marketing
television
Point of Sale
Alcohol Marketing
INSERT Octopussy flyers
mass mediaadvertising
press
billboards
other marketingcommunications
point of sale
sponsor-ship
branding
merchandising
pricepromotions
The effects of alcohol marketing
Henriksen et al (2008)McClure et al (2006)
Alcohol Marketing
television
Alcohol MarketingBranding & Merchandising
mass mediaadvertising
press
billboards
other marketingcommunications
point of sale
packdesigninternet
sponsor-ship branding
merchandising
pricepromotions
The effects of alcohol marketing
Alcohol Marketing
SMS
productplacement
However there are several other marketing channels that warrant attention
viraltelevision
Alcohol MarketingInternet
22 8 1979To enter our site you must be at least 18 years of age or over or of legal drinking age in your country.
Enter your date of birth below confirming that you are of legal drinking age.
Alcohol Marketing Mobile/SMS
Alcohol MarketingProduct/pack design
Structure
1. Marketing & Communication
2. Alcohol Marketing – types and their effect
3. ISM Research
4. Conclusions
mass mediaadvertising
press
billboards
other marketingcommunications
point of sale
packdesigninternet
sponsor-ship branding
merchandising
pricepromotions
The effects of alcohol marketing
ISM Research
SMS
productplacement
ISM Research is aiming to look at all of these channels
viral
ISM RESEARCH
television
• Using a cohort design to investigate the cumulative impact of alcohol marketing
• Random sample of 1000 13 year olds followed up at 15; asked about drinking and marketing
• Will assess for differences by levels of affluence and disadvantage, and by gender
• Began with qualitative research
ISM research
Want to share the qualitative and first stage quantitative data with you
Alcohol and drinking are common and familiar
“Yeah I drink quite a bit. You want to get a wee buzz out of it. It
feels good.” (Males, 13, C2DE)
“For the tonic wine its £5.15 for a full bottle and for a half bottle, its £2.89 in my local
shop.” (Fem, 14, ABC1)
“the two vodkas are dead strong cos they
are 37%.” (Male, 13, ABC1)
• 35% of 13 year olds reported having tried alcohol
ISM research
Alcohol inhabits their cultural space
Rangers and Celtic are sponsored by Carling. It would be hard to find someone who didn’t know what Carling was (Males, 13,
ABC1)
“On the internet I get pop ups for alcohol, and if you go to
the Rangers website, or Celtic then a Carling sign
comes up.” (Females, 14, ABC1)
• 61% aware of sponsorship of sports or sport teams
• 34% aware of sponsorship of music events/venues
ISM research
Alcohol marketing of all sorts is familiar
Awareness
• adverts on TV: 77%
• billboards or posters: 53%
• in store promotions: 55%
• branded clothing/other items: 66%
• special price offers: 60%
• mobile logos or screensavers: 24%
• web pages or pop-ups: 12%
ISM research
Wave 1 Survey DataNumber of alcohol marketing channels seen by those who had seen at least one
0
20
40
60
80
100
120
140
160
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Number of alcohol marketing channels seen
Nu
mb
er
of
res
po
nd
en
ts
Series1
ISM research
Alcohol marketing of all sorts is familiar
Involvement
• owned branded clothing etc: 45%
• received free branded gifts: 10%
• received special price offers: 10%
ISM research
Alcohol brands are familiar
“You hear Buckie more than Buckfast. You see
it and hear people talking about it. (Males,
13, ABC1)
“Smirnoff vodka is cool.” (Female, 13, C2DE)
“I prefer WKD to Bacardi Breezer. It's just because most
people would probably rather drink that one
and be seen with it, it’s got a better image. I’ve seen them advertised,
the WKD” (Females, 14, ABC1)
When asked to name masked brands:
95% could name Carling; 93% Smirnoff; 91% WKD
All are heavily marketed
ISM research
Cumulative effect?
NEED RESEARCH TO CONSIDER:Cumulative impact: these communications are designed to reinforce and support one another
Cumulative effect!
mass mediaadvertising
press
billboards
other marketingcommunications
point of sale
packdesigninternet
sponsor-ship branding
merchandising
pricepromotions
SMS
productplacement
viraltelevision
• Collins et al 2007 examined the joint effect of exposure to advertising in 6 channels; TV, Radio, Press, Point of Sale, Price Promotions & Merchandising; on youth drinking.
• Joint effect of exposure at Grade 6 was strongly predictive of Grade 7 drinking & intentions to drink
• Youth in the 75th percentile of alcohol marketing exposure had a predicted probability of drinking that was 50% greater than that of youth in the 25th percentile
Cumulative effect!
• Alcohol products and drinking
• Multiple forms of marketing
• Brands }Are familiar, part of their lives, cultural
props, defining their identities
Subtle, sophisticated influence; seduction not bullying. Social Norms: injunctive (drinking is right); descriptive
(everybody does it) and subjective (my peers do it)
Cumulative effect!
Conclusions
• Therefore evidence that marketing spend is moving into below the line channels (web, viral, sponsorship)
• Young people have a strong awareness and understanding of alcohol products, brands, pricing and promotional activity
• Level of youth exposure to alcohol marketing is high across several channels
Conclusions
• We need to focus on the cumulative effect of alcohol marketing – not concentrate on one or two channels
• However marketing spend is increasing in below the line channels: new media, viral, sponsorship
• These channels are largely unregulated
Conclusions
• All channels of marketing communications need to be monitored effectively
• Regulation needs to be strong, well informed through good research and more prescriptive to be effective.
• Regulation must be consistently applied across all channels. Too many loop holes currently e.g. new media/sponsorship.
• Regulatory framework must also consider the frequency & breadth of the level of exposure to alcohol marketing & restrict where necessary
• Penalties need to be tougher and pre-vetting across all channels employed
Conclusions
Conclusions
• Alcohol Industry & Marketers need to be more socially responsible.
• Drinking in the last chance saloon? Industry needs to prove that self regulation works, (currently it does not seem to) or statutory regulation/bans could be forthcoming.
THANK YOU
Ross GordonInstitute for Social Marketing:
University of Stirling & The Open University
EUCAM Work Conference, Brussels21st November 2008
ISM Institute for Social Marketing
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