Presentation on theme: "The effect of different types of alcohol marketing on drinking behaviour: Are some types more harmful than others? Ross Gordon Institute for Social Marketing:"— Presentation transcript:
1 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 UniversityEUCAM Work Conference, Brussels21st November 2008ISM Institute for Social Marketing
2 Structure Marketing & Communication Alcohol Marketing – types & their effectISM ResearchConclusions
3 Marketing & Communication What is marketing?mass mediaadvertisingbillboardspresstelevision
4 Marketing & Communication What is marketingother marketingcommunicationspoint ofsalefreesamplesmass mediaadvertisingbrandstretchinginternetbillboardspresstelevisionproductplacementsponsor-shipSMSpackaging
5 Marketing & Communication consumermarketingWhat is marketingother marketingcommunicationspoint ofsalefreesamplesmass mediaadvertisingproductdesignbrandstretchingpriceinternettelevisionpressbillboardsproductplacementsponsor-shipSMSpackagingdistribution
7 Marketing & Communication What is marketing?The processes business uses to encourage consumption of its productsMultifacetedDriven by consumer research: exchange; targetingStrategic and long term – relationships not just transactionsSeeking to influence the behaviour of customers, stakeholders even competitors
8 Does marketing influence young people? Marketing & CommunicationDoes marketing influence young people?The short answer is yesThe question has been asked and answered for• tobacco √(Cochrane Collab, 2004)• energy dense food √(WHO, 2006)• alcohol √(JPHP 2005)
9 Structure Marketing & Communication Alcohol Marketing – types and their effectISM ResearchConclusions
10 Alcohol MarketingBig business: Alcohol Market worth several hundred billion euros across the EUMarketplace consolidation → Global Brands → Bigger Marketing BudgetsAlcohol Advertising Spend of €1431m across *8 EU countries in 2007Estimated total marketing spend is 4 times this amount, marketing spend → below the line channelsNot 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.
11 The effects of alcohol marketing Snyder et al (2005)Saffer& Dave (2006)The effects of alcohol marketingmass mediaadvertisingStacey et al (2004)televisionpressEllickson et al (2005)Collins et al (2007)billboardsPasch et al (2007)
16 The effects of alcohol marketing other marketingcommunicationsEllickson et al (2004)Hurtz et al (2007)point ofsalepricepromotionsmass mediaadvertisingtelevisionpressbillboardssponsor-shipbrandingmerchandising
17 Alcohol MarketingPoint of SaleINSERT Octopussy flyers
19 The effects of alcohol marketing other marketingcommunicationspoint ofsalepricepromotionsmass mediaadvertisingtelevisionpressbillboardssponsor-shipbrandingmerchandisingHenriksen et al (2008)McClure et al (2006)
21 The effects of alcohol marketing However there are several other marketing channels that warrant attentionother marketingcommunicationsThe effects of alcohol marketingpricepromotionspoint ofsalemass mediaadvertisingpackdesigninternettelevisionpressproductplacementviralbillboardssponsor-shipbrandingSMSmerchandising
22 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.
25 Structure Marketing & Communication Alcohol Marketing – types and their effectISM ResearchConclusions
26 ISM Research ISM RESEARCH ISM Research is aiming to look at all of these channelsother marketingcommunicationsThe effects of alcohol marketingpricepromotionspoint ofsalemass mediaadvertisingpackdesigninternettelevisionpressproductplacementviralbillboardssponsor-shipbrandingSMSmerchandisingISM RESEARCH
27 ISM researchUsing a cohort design to investigate the cumulative impact of alcohol marketingRandom sample of year olds followed up at 15; asked about drinking and marketingWill assess for differences by levels of affluence and disadvantage, and by genderBegan with qualitative researchWant to share the qualitative and first stage quantitative data with you
28 Alcohol and drinking are common and familiar ISM researchAlcohol and drinking are common and familiar35% 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)
29 Alcohol inhabits their cultural space ISM researchAlcohol inhabits their cultural space61% aware of sponsorship of sports or sport teams34% aware of sponsorship of music events/venuesRangers 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)
30 Alcohol marketing of all sorts is familiar ISM researchAlcohol marketing of all sorts is familiarAwarenessadverts 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%
32 Alcohol marketing of all sorts is familiar ISM researchAlcohol marketing of all sorts is familiarInvolvementowned branded clothing etc: 45%received free branded gifts: 10%received special price offers: 10%
33 Alcohol brands are familiar ISM researchAlcohol brands are familiarWhen asked to name masked brands:95% could name Carling; 93% Smirnoff; 91% WKDAll 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)
35 NEED RESEARCH TO CONSIDER: Cumulative effect!other marketingcommunicationspricepromotionspoint ofsalemass mediaadvertisingpackdesigninternettelevisionpressproductplacementviralbillboardssponsor-shipbrandingSMSmerchandisingNEED RESEARCH TO CONSIDER:Cumulative impact: these communications are designed to reinforce and support one another
36 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 drinkYouth 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
37 } Cumulative effect! Alcohol products and drinking Multiple forms of marketingBrandsAre familiar, part of their lives, cultural props, defining their identitiesSubtle, sophisticated influence; seduction not bullying. Social Norms: injunctive (drinking is right); descriptive (everybody does it) and subjective (my peers do it)
38 ConclusionsTherefore 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 activityLevel of youth exposure to alcohol marketing is high across several channels
39 ConclusionsWe need to focus on the cumulative effect of alcohol marketing – not concentrate on one or two channelsHowever marketing spend is increasing in below the line channels: new media, viral, sponsorshipThese channels are largely unregulated
40 ConclusionsAll channels of marketing communications need to be monitored effectivelyRegulation 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.
41 ConclusionsRegulatory framework must also consider the frequency & breadth of the level of exposure to alcohol marketing & restrict where necessaryPenalties need to be tougher and pre-vetting across all channels employed
42 ConclusionsAlcohol 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.
43 THANK YOU ISM Institute for Social Marketing Ross Gordon University of Stirling & The Open UniversityEUCAM Work Conference, Brussels21st November 2008ISM Institute for Social Marketing