Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/30326
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dc.contributor.authorMaani Hessari, Nasonen_UK
dc.contributor.authorBertscher, Adamen_UK
dc.contributor.authorCritchlow, Nathanen_UK
dc.contributor.authorFitzgerarld, Niamhen_UK
dc.contributor.authorKnai, Cécileen_UK
dc.contributor.authorStead, Martineen_UK
dc.contributor.authorPetticrew, Marken_UK
dc.date.accessioned2019-10-25T00:00:19Z-
dc.date.available2019-10-25T00:00:19Z-
dc.date.issued2019-10-24en_UK
dc.identifier.other4092en_UK
dc.identifier.urihttp://hdl.handle.net/1893/30326-
dc.description.abstractRestricting alcohol advertising and marketing is a cost-effective intervention for reducing alcohol harms. However, the alcohol industry maintains that advertising does not affect consumption, claiming that its purpose is to help consumers choose brands, it is not aimed at young people, it only promotes “responsible consumption”, and any relationships with consumption are not causal. We reviewed 39 case studies (1981–2016) published by the advertising industry, which evaluate the effects of alcohol advertising campaigns. We used these to examine these industry claims. 30/39 (77%) of the case studies mentioned increasing/maintaining market share as an objective, or used this to assess the effectiveness of advertising campaigns. Most (25/39, 64%) found that campaigns increased consumption-related outcomes. Some campaigns targeted women, and heavy drinkers (e.g., Stella Artois lager, Famous Grouse whisky). Campaigns often (13/39, 33%) targeted younger drinkers. These data show that advertising does influence market share. Other effects reported in the case studies include changing the consumer profile towards: younger drinkers, women, new/lapsed drinkers, and heavy drinkers. They also present evidence of a causal relationship between advertising and consumption. In conclusion, this analysis, based on industry data, presents significant new evidence on (i) the effects of alcohol advertising on consumption-related outcomes, and (ii) the mechanisms by which it achieves those effects.en_UK
dc.language.isoenen_UK
dc.publisherMDPIen_UK
dc.relationMaani Hessari N, Bertscher A, Critchlow N, Fitzgerarld N, Knai C, Stead M & Petticrew M (2019) Recruiting the "Heavy-Using Loyalists of Tomorrow": An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluations. International Journal of Environmental Research and Public Health, 16 (21), Art. No.: 4092. https://doi.org/10.3390/ijerph16214092en_UK
dc.rightsThis is an open access article distributed under the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/) which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly citeden_UK
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en_UK
dc.subjectadvertisingen_UK
dc.subjectmarketingen_UK
dc.subjectalcoholen_UK
dc.subjectpublic healthen_UK
dc.subjectevaluationen_UK
dc.subjectcommercial determinants of healthen_UK
dc.titleRecruiting the "Heavy-Using Loyalists of Tomorrow": An Analysis of the Aims, Effects and Mechanisms of Alcohol Advertising, Based on Advertising Industry Evaluationsen_UK
dc.typeJournal Articleen_UK
dc.identifier.doi10.3390/ijerph16214092en_UK
dc.identifier.pmid31652921en_UK
dc.citation.jtitleInternational Journal of Environmental Research and Public Healthen_UK
dc.citation.issn1660-4601en_UK
dc.citation.volume16en_UK
dc.citation.issue21en_UK
dc.citation.publicationstatusPublisheden_UK
dc.citation.peerreviewedRefereeden_UK
dc.type.statusVoR - Version of Recorden_UK
dc.author.emailnathan.critchlow@stir.ac.uken_UK
dc.citation.date24/10/2019en_UK
dc.contributor.affiliationLondon School of Hygiene and Tropical Medicineen_UK
dc.contributor.affiliationUniversity of Cape Townen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationLondon School of Hygiene and Tropical Medicineen_UK
dc.contributor.affiliationInstitute for Social Marketingen_UK
dc.contributor.affiliationLondon School of Hygiene and Tropical Medicineen_UK
dc.identifier.isiWOS:000498842000038en_UK
dc.identifier.scopusid2-s2.0-85074139312en_UK
dc.identifier.wtid1462884en_UK
dc.contributor.orcid0000-0001-9145-8874en_UK
dc.contributor.orcid0000-0002-3643-8165en_UK
dc.contributor.orcid0000-0002-3066-4604en_UK
dc.date.accepted2019-10-10en_UK
dc.description.refREF Compliant by Deposit in Stirling's Repositoryen_UK
dc.date.filedepositdate2019-10-24en_UK
Appears in Collections:Faculty of Health Sciences and Sport Journal Articles

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