|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|
|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.|
|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.|
|Critical Social Marketing - impact of alcohol marketing on youth drinking.pdf||225.56 kB||Adobe PDF||Under Permanent Embargo Request a copy|
|Critical Social Marketing.pdf||135.53 kB||Adobe PDF||Under Permanent Embargo Request a copy|
Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependent on the depositor still being contactable at their original email address.
This item is protected by original copyright
Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.
If you believe that any material held in STORRE infringes copyright, please contact email@example.com providing details and we will remove the Work from public display in STORRE and investigate your claim.