Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/2544
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles
Peer Review Status: Refereed
Title: Critical social marketing - The impact of alcohol marketing on youth drinking: Qualitative findings
Authors: Gordon, Ross
Moodie, Crawford
Eadie, Douglas
Hastings, Gerard
Contact Email: c.s.moodie@stir.ac.uk
Keywords: alcohol
marketing
adolescents
qualitative research
regulation
Issue Date: Aug-2010
Publisher: Wiley-Blackwell
Citation: Gordon R, Moodie C, Eadie D & Hastings G (2010) Critical social marketing - The impact of alcohol marketing on youth drinking: Qualitative findings, International Journal of Nonprofit and Voluntary Sector Marketing, 15 (3), pp. 265-275.
Abstract: This paper presents findings from qualitative research, in the form of 1-1 interviews with marketing practitioners and focus groups with young people, as part of a study examining the cumulative impact of alcohol marketing communications on youth drinking. The research demonstrates the utility of taking a critical marketing approach when examining the impact of alcohol marketing. The findings indicate that marketers acknowledge the use of tactics to target young people and are cognisant of growing concern at alcohol issues, including control of alcohol marketing. The sophisticated level of awareness that young people (aged 13-15) have of alcohol, and alcohol products, was apparent from the eight focus groups conducted. Many respondents reported a high level of awareness of, and involvement in, alcohol marketing across several channels. Much marketing activity featured content that appealed to young people and appeared to influence their well-developed brand attitudes. The implications of these findings for research, regulation and policy around alcohol marketing are also examined, with it clear that the current regulatory framework fails to adequately protect young people. The contribution that studies such as this make to the wider critical marketing paradigm, and also to social marketing, is also discussed.
Type: Journal Article
URI: http://hdl.handle.net/1893/2544
DOI Link: http://dx.doi.org/10.1002/nvsm.388
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author; you can only request a copy if you wish to use this work for your own research or private study.
Affiliation: University of Stirling
Institute for Social Marketing
Institute for Social Marketing
Institute for Social Marketing

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