  Ref: market0028 This research 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. Excellent use of literature Good in depth analysis Well written throughout Includes questionnaire Ideal for marketing and business students CHAPTER ONE INTRODUCTION Choice of topic area Aims and objectives Chapter Summary CHAPTER TWO LITERATURE REVIEW Introduction Advertising Classification of advertising The roles of advertising Sales Promotion The interrelationship of advertising and alcohol consumption Chapter summary CHAPTER THREE METHODOLOGY Introduction The research philosophy Research methods Quantitative and Qualitative research Primary research Pilot study Data analysis Sampling Limitations Ethical issues Chapter summary CHAPTER FOUR FINDINGS-ANALYSIS-DISCUSSION Introduction 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 Chapter Summary CHAPTER FIVE CONCLUSION Conclusions Reached Limitations Further research REFERENCES Appendix A-Reflective statement Appendix B-Questionnaire How To Order 1. Select reference number market0028 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |