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Critical social marketing - the impact of alcohol marketing on youth drinking: qualitative findings

Gordon, Ross; Moodie, Crawford; Eadie, Douglas and Hastings, Gerard (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.

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This paper presents findings from exploratory qualitative research as part of a critical social marketing study examining the impact of alcohol marketing communications on youth drinking. The findings from stakeholder interviews (regulators and marketers) suggest that some alcohol marketing may target young people and that marketers are cognisant of growing concern at alcohol issues, including control of alcohol marketing. Focus groups with young people (aged 13-15 years) revealed a sophisticated level of awareness of, and involvement in, alcohol marketing across several channels. It was found that some marketing activity featured content that could appeal to young people and appeared to influence their, well-developed, brand attitudes. The research demonstrates the utility of taking a critical social marketing approach when examining the impact of alcohol marketing. The implications of these findings for research, regulation and policy around alcohol marketing are also examined. The contribution that studies such as this make to marketing principles and practice, and to social marketing, is also discussed.

Item Type: Journal Item
Copyright Holders: 2009 John Wiley & Sons Ltd
ISSN: 1479-103X
Keywords: youth; alcohol; teenage drinking; marketing
Academic Unit/School: Faculty of Business and Law (FBL)
Faculty of Business and Law (FBL) > Business
Item ID: 20461
Depositing User: Ross Gordon
Date Deposited: 05 Mar 2010 11:35
Last Modified: 07 Dec 2018 22:09
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