Alcohol Promotion and the Marketing Industry

7707 Words Nov 29th, 2010 31 Pages
ALCOHOL PROMOTION AND THE MARKETING INDUSTRY: TRENDS, TACTICS, AND PUBLIC HEALTH

Julie A. Novak
International MBA Student York University

Prepared for
The Association to Reduce Alcohol Promotion in Ontario September 2004

Working to Reduce the Impact of Alcohol Advertising

Acknowledgements
ARAPO wishes to acknowledge the effort and contributions of the following individuals to this paper: Tom Appleyard, Alcohol Projects Manager, Ontario Public Health Association Ben Rempel, Alcohol Projects Consultant, Ontario Public Health Association Pat Sanagan, Co-Chair, Association to Reduce Alcohol Promotion in Ontario

Julie A. Novak is an International MBA student, studying through the Schulich School of Business at York University
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14 6.4 Class Action Suits Against Alcoholic Beverages Industry.............................................................. 14 CONCLUSION..................................................................................................................................... 15 BIBLIOGRAPHY................................................................................................................................. 16

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ABSTRACT
This paper examines current marketing trends in the alcoholic beverages industry that can impact the public’s health and safety. It is important for public health organizations to be aware of trends common to the industry; this will inform and bolster their efforts as watchdogs to manufacturers and retailers of alcohol. The analysis describes the critical elements of the marketing mix, and makes a clear distinction between advertising and marketing. Advertising is an important part of the marketing mix; however, there are several other tactics and tools employed by marketers in the industry to influence consumer behaviour and to build strong brands. The paper reviews current trends in the alcoholic beverages industry generally, drawing specifically on some examples from the global beer industry. In the fight to increase market share, marketers will alter their marketing strategies in response to industry trends, seeking synergies that may exist between sponsorship and promotion. The paper

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