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| Author: | Bang, H.-K. |
| Title: | Analyzing the impact of the liquor industry's lifting of the ban on broadcast advertising |
| Journal: | Journal of Public Policy and Marketing
1998 : SPRING, VOL. 17:1, p. 132-138 |
| Index terms: | PUBLIC POLICY ALCOHOLIC DRINKS INDUSTRY ADVERTISING |
| Language: | eng |
| Abstract: | Using evidence from available academic students, the author provides insight into three issues of the liquor advertising policy debate: will hard liquor advertising increase hard liquor consumption? what effect will hard liquor advertising have on public beliefs? and will warning labels or massages be effective? The author also provides recommendations for policymakers and advertisers. One of the central issues in alcohol advertising is whether the overall level of advertising expenditures affects alcohol consumption. |
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