Magazine article Marketing

Drinks Outfits to Axe Posters

Magazine article Marketing

Drinks Outfits to Axe Posters

Article excerpt

Alcoholic drinks advertisers are cutting back on their pre-Christmas outdoor advertising spend this year, pulling down advertising rates and opening the medium up for smaller advertisers.

Although it's too early to say whether last year's eleventh-hour |pounds~9m Christmas advertising blitz will be repeated, drinks advertisers are displaying caution in what is usually their most active advertising period, according to outdoor specialist Concord.

"Alcohol advertisers are either leaving it late or leaving it out this Christmas," says Concord's managing director Alan Simmons.

Pressure on advertising budgets forced alcohol brands to delay their Christmas poster advertising last year, pushing back their advertising spend until immediately before Christmas to get the most from last-minute consumer purchases.

In previous years alcohol advertising had taken a longer run-up to Christmas.

This year looks set to be a repeat of last. "Retailers are placing their firm orders later than usual, and advertisers are wary of committing themselves to big spends until we know more clearly what our distribution and sales will be like," says the marketing manager of one drinks firm. …

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