The effect of different types of alcohol marketing on drinking behaviour: Are some types more harmful than others? Ross Gordon Institute for Social Marketing: University of Stirling & The Open University EUCAM Work Conference, Brussels 21st November 2008 ISM Institute for Social Marketing

Structure Marketing & Communication Alcohol Marketing – types & their effect ISM Research Conclusions

Marketing & Communication What is marketing? mass media advertising billboards press television

Marketing & Communication What is marketing other marketing communications point of sale free samples mass media advertising brand stretching internet billboards press television product placement sponsor- ship SMS packaging

Marketing & Communication consumer marketing What is marketing other marketing communications point of sale free samples mass media advertising product design brand stretching price internet television press billboards product placement sponsor- ship SMS packaging distribution

Stakeholder marketing Marketing & Communication Stakeholder marketing consumer marketing corporate affairs health warnings What is marketing other marketing communications point of sale free samples mass media advertising product design brand stretching price internet television press billboards product placement sponsor- ship media know- how packaging Comp analysis distribution corporate social responsibility

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

Does marketing influence young people? 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)

Structure Marketing & Communication Alcohol Marketing – types and their effect ISM Research 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.

The effects of alcohol marketing Snyder et al (2005) Saffer& Dave (2006) The effects of alcohol marketing mass media advertising Stacey et al (2004) television press Ellickson et al (2005) Collins et al (2007) billboards Pasch et al (2007)

Alcohol Marketing Billboards/Posters

Alcohol Marketing TV http://uk.youtube.com/watch?v=dElUq3xoikQ INSERT VIDEO CLIP

The effects of alcohol marketing Collins et al (2007) other marketing communications point of sale price promotions mass media advertising television press billboards sponsor- ship branding merchandising

Alcohol Marketing Price Promotions  

The effects of alcohol marketing other marketing communications Ellickson et al (2004) Hurtz et al (2007) point of sale price promotions mass media advertising television press billboards sponsor- ship branding merchandising

Alcohol Marketing Point of Sale INSERT Octopussy flyers

Alcohol Marketing Sponsorship

The effects of alcohol marketing other marketing communications point of sale price promotions mass media advertising television press billboards sponsor- ship branding merchandising Henriksen et al (2008) McClure et al (2006)

Alcohol Marketing Branding & Merchandising

The effects of alcohol marketing However there are several other marketing channels that warrant attention other marketing communications The effects of alcohol marketing price promotions point of sale mass media advertising pack design internet television press product placement viral billboards sponsor- ship branding SMS merchandising

Alcohol Marketing Internet To 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 Marketing Product/pack design

Structure Marketing & Communication Alcohol Marketing – types and their effect ISM Research Conclusions

ISM Research ISM RESEARCH ISM Research is aiming to look at all of these channels other marketing communications The effects of alcohol marketing price promotions point of sale mass media advertising pack design internet television press product placement viral billboards sponsor- ship branding SMS merchandising ISM RESEARCH

ISM research 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 Want to share the qualitative and first stage quantitative data with you

Alcohol and drinking are common and familiar ISM research Alcohol and drinking are common and familiar 35% of 13 year olds reported having tried alcohol “Yeah I drink quite a bit. You want to get a wee buzz out of it. It feels good.” (Males, 13, C2DE) “the two vodkas are dead strong cos they are 37%.” (Male, 13, ABC1) “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)

Alcohol inhabits their cultural space ISM research Alcohol inhabits their cultural space 61% aware of sponsorship of sports or sport teams 34% aware of sponsorship of music events/venues 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)

Alcohol marketing of all sorts is familiar 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 Data

Alcohol marketing of all sorts is familiar 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%

Alcohol brands are familiar ISM research Alcohol brands are familiar When asked to name masked brands: 95% could name Carling; 93% Smirnoff; 91% WKD All are heavily marketed “You hear Buckie more than Buckfast. You see it and hear people talking about it. (Males, 13, ABC1) “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) “Smirnoff vodka is cool.” (Female, 13, C2DE)

Cumulative effect?

NEED RESEARCH TO CONSIDER: Cumulative effect! other marketing communications price promotions point of sale mass media advertising pack design internet television press product placement viral billboards sponsor- ship branding SMS merchandising NEED RESEARCH TO CONSIDER: Cumulative impact: these communications are designed to reinforce and support one another

Cumulative effect! 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)

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.

Conclusions 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 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 ISM Institute for Social Marketing Ross Gordon University of Stirling & The Open University EUCAM Work Conference, Brussels 21st November 2008 ISM Institute for Social Marketing