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Alcohol Advertising: Are Our Kids Collateral or Intended Targets?

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Alcohol Advertising: Are Our Kids Collateral or Intended Targets – PowerPoint PPT presentation

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Title: Alcohol Advertising: Are Our Kids Collateral or Intended Targets?


1
Alcohol AdvertisingAre Our Kids Collateral or
Intended Targets?
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Beer Institute Advertising Code
  • Beer advertisingshould not be placedwhere most
    of the audience is reasonably expected to be
    below the legal purchasing age.
  • -- Advertising Marketing Code
    Beer Institute, September 1997

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Lisa Leslie
  • A role model for girls
  • 2001 Sportswoman of the Year
  • Appeared in youth oriented TV shows (Moesha and
    Disney Channels The Jersey)
  • Outreach activities at day camps, boys and girls
    clubs, and with inner-city youth.
  • Advertising for Bud Light.

16
WNBA and Nike
  • The Nike/WNBA leagues and clinics will provide
    increased opportunities for girlsto become
    involved in basketball. (WNBA Pres. Val
    Ackerman)
  • Girls need inspiration and a chance to play.
    The WNBA and its players serve as the
    inspiration. What the girls get isa lot of
    life lessons. (Sue Levin, Nike womens brand
    manager)

17
WNBA and Bud Light
  • Sponsorship of the WNBA and the U.S. Olympic
    womens basketball team provides Bud Light an
    excellent platform to reach the expanding fan
    base provided by womens professional sports.
  • -- Anheuser-Busch Spokesperson

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NBC Attracting Young People
  • the Winter Games in particular are really all
    about speed, all about edge. Its really perfect
    for a younger demographic.
  • -- Randy Falco, NBC President
    COO, Olympics

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Alcopops Target Young People
  • Teens are three times more likely than adults to
    have seen or heard about alcopops.
  • Teens (41) are nearly twice as likely as adults
    (24) to have tried alcopops.
  • -- CSPI Poll, May 2001

23
Youth Targeting
  • Theyouth orientation of flavored malt
    beverages is key to the market. Nearly
    one-quarter of the people age 19 to 20 drink
    coolers, accounting for 7 percent of all cooler
    drinkers.
  • -- Super Market Research, Mintel International
    Group Limited, May/June 2001

24
FTC Position on Effects of
Alcohol Advertising
  • The inconclusive nature of the studies does not
    rule out the existence of a clinically important
    effect of advertising on youth drinking
    decisions.
  • -- Self-Regulation in the Alcohol
    Industry, FTC, September 1999

25
U.S. Supreme Court on Effects of
Advertising
  • Product advertising stimulates demand and the
    absence of it suppresses it.
  • Lorillard Tobacco vs. Massachusetts
  • June 28, 2001
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