The Effects of Advertising and Its Impact on the Consumption of Alcohol by Young People (2009)

Advertising and Alcohol Consumption Dissertation – This research project 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.

The secondary investigation illustrates that alcohol advertising debated by many authors in terms of its effectiveness and its influence towards alcohol consumption. A primary investigation carried out in order to enhance or construct the secondary research. The findings suggest that alcohol advertising does not influence the candidates behavior towards alcohol, but it is worth noticeable that some critical issues revealed from this primary survey. Due to the nature of investigation, the limitations of this survey are discussed and the need for further research illustrated responsibly, in order to get a better and deeper understanding of the critical issues revealed.

The aims and objectives of this dissertation are to critically review the underpinning literature of alcohol advertising in relation to alcohol consumption in young people. The secondary research is supported by the primary research in order to enhance the underlying theories or fulfill the gaps which have been identified in literature review. The study is mainly focused on the investigation of surveys that conducted in the past about alcohol adverting and its impact on young people.

Comparing the different arguments in relation to alcohol advertising, the primary research findings will hopefully indicate the factors which influence young people towards alcohol consumption. The exploitation of other marketing tools such as sales promotion is taken to consideration in order to identify its impact on young peoples’ purchasing behavior. The focus of the study does not concentrate in the changes of alcohol consumption in a national scale but the investigation of people‟s behavior and attributes is the main objective of the study in order to reflect their responses.

  • 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
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
Ethical issues

4: Findings, Analysis and 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
Sports programs-alcohol consumption

5: Conclusion
Conclusions Reached
Further research


Appendix Section

Advertising and Alcohol Consumption Dissertation
Advertising and Alcohol Consumption Dissertation

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