How SMEs and New Entrants Can Raise Brand Awareness After Alcohol Advertising Regulations Come into Effect 2019

Assessment The dissertation will be evaluated with regard to the following aspects:

• study choice, mastery, and conceptualization
• contextualization and literature review ü methodology
• data collection and analysis methods
•  findings and reflection on findings
•  significance and relevance of the research
•  conclusions and recommendations
•  presentation and dissemination
•  directions for further research.

Alcohol Advertising and Promotion

David Jernigan and James O’Hara

The supply of alcohol, including its production, marketing, and retail sale, can play a significant role in alcohol consumption and problems (Holder, 2000). In the United States, marketing is a crucial part of the alcohol supply chain. Alcohol companies spent at least $4 billion to advertise and promote their products to Americans in 2001. Of this amount, $1.57 billion was in the traditional measured media (television, radio, print, and outdoor) (Impact Databank, 2002b). According to the Federal Trade Commission (FTC) (1999), alcohol producers spend two to three times their measured media expenditures in unmeasured promotions such as sponsorships, Internet advertising, point-of-sale materials, product placement, items with brand logos, and other means. Growth in measured alcohol advertising has outstripped inflation by 20 percent since 1975 (Impact Databank, 2002a; Taylor Nelson Sofres, 2002; U.S. Department of Labor, 2002).