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Ref: market0028

This dissertation illustrates the effects of advertising on alcohol consumption in young people. The Department of Health indicated that alcohol consumption in the UK increased dramatically for the last decade. Alcohol Concern (2008) stated that in the UK there is a crisis regarding alcohol consumption among younger individuals. The majority of them are more likely to consume alcohol exceeding the limits of sensible drinking. On the other hand the manufacturers of alcoholic drinks operate in a highly competitive market whose primary objectives are to increase their profit margins and establish a foothold in the market. In order to achieve that and be successful, the use of mass media and other promotional tools are considered as vital elements. Alcohol advertising is the major issue of investigation in this dissertation in order to find out its impact on alcohol consumption in young people.
  • 11,000 words – 70 pages in length
  • Excellent use of literature
  • Good in depth analysis
  • Well written throughout
  • Includes questionnaire
  • Ideal for marketing and business students

1: INTRODUCTION
Choice of topic area
Aims and objectives

2: LITERATURE REVIEW
Advertising
Classification of advertising
The roles of advertising
Sales Promotion
The interrelationship of advertising and alcohol consumption

3: METHODOLOGY
The research philosophy
Research methods
Quantitative and Qualitative research
Primary research
Pilot study
Data analysis
Sampling
Limitations
Ethical issues

4: FINDINGS, ANALYSIS & DISCUSSION
Discussion
Gender- drinking behaviour-in home drinking
Gender- advertising influence
Advertising influence-social influences
Gender-brand differentiation
Brand preference - On-trade promotion - Price reduction
Alcohol advertising awareness-appealing
Alcohol advertising effectiveness - Sexual appeals
Sports programs-alcohol consumption

5: CONCLUSION
Conclusions Reached
Limitations
Further research

REFERENCES

Appendix Section
Questionnaire


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