Critical Thinking A few years ago, Anheuser-Busch Inc. created a new division dedicated to marketing to Hispanics and announced it would b0ost its ad spend- ing in Hispanic media by two-thirds to more than $60 million, while Miller Brewing Co. signed a $100 million, three-year ad package with Spanish-language broadcaster Univision. But Hispanic activists immedi- ately raised public health concerns about the beer ad blitz on the grounds that it targets a population that skews young and is disproportionately likely to abuse alcohol. Surveys of Hispanic youth show that they are much more likely to drink alcohol, get drunk, and en- gage in binge drinking than their white or black peers. A senior executive at Anheuser-Busch responded, "We would disagree with anyone who suggests beer bill- boards increase abuse among Latino or other minority communities. It would be poor business for us in to- day's world to ignore what is the fastest-growing seg- ment of our population." a. Manufacturers of alcohol and tobacco products have been criticized for targeting unwholesome products to certain segments of the market-the aged, ethnic minorities, the disabled, and others. Do you view this as a problem? Should a firm use different criteria in targeting such groups? Should the government oversee and control such market- ing activities?

Critical Thinking A few years ago, Anheuser-Busch Inc. created a new division dedicated to marketing to Hispanics and announced it would b0ost its ad spend- ing in Hispanic media by two-thirds to more than $60 million, while Miller Brewing Co. signed a $100 million, three-year ad package with Spanish-language broadcaster Univision. But Hispanic activists immedi- ately raised public health concerns about the beer ad blitz on the grounds that it targets a population that skews young and is disproportionately likely to abuse alcohol. Surveys of Hispanic youth show that they are much more likely to drink alcohol, get drunk, and en- gage in binge drinking than their white or black peers. A senior executive at Anheuser-Busch responded, "We would disagree with anyone who suggests beer bill- boards increase abuse among Latino or other minority communities. It would be poor business for us in to- day's world to ignore what is the fastest-growing seg- ment of our population." a. Manufacturers of alcohol and tobacco products have been criticized for targeting unwholesome products to certain segments of the market-the aged, ethnic minorities, the disabled, and others. Do you view this as a problem? Should a firm use different criteria in targeting such groups? Should the government oversee and control such market- ing activities?

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter18: Personal Selling And Sales Promotion

Section18.2: Mistine’s Mystique: Great Promotional Strategies

Problem 2C

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