Magazine article Marketing

Alcopop on TV: A Fine Line to Walk

Magazine article Marketing

Alcopop on TV: A Fine Line to Walk

Article excerpt

The decision to advertise Hooper's Hooch on television is bound to take the so-called alcopops controversy to new levels of hysteria. It is the use of television, "the most powerful medium there is", that most agitates the anti-alcopop lobby, and maybe, since the budget is likely to be substantial, they have a point.

Whatever is said nowadays about precision targeting on TV, the medium remains essentially mass, or at least indiscriminate. However carefully-targeted the slots, the fact is that some pensioners, young marrieds, businessmen and teetotallers will be exposed to the TV advertising. And so will some youngsters.

This magazine's conviction in most marketing matters is that the market itself is the best regulator. The market is, after all, just people and on the whole people, even quite young people, are sensible and don't need nannying. Seeing product messages on TV that are not for them, they turn a blind eye.

In the case of alcoholic drinks, common sense dictates that some measure of restraint is appropriate. After all, alcoholic drinks can get you drunk, or at least riddiy, so it follows that their promotion should steer away from obvious dangers.

The most obvious dangers are those that may entrap under-18s. …

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