The research proposal on advertisement of alcohol and tobacco products should begin with the definition about the sense what is advertisement at all.Advertising - in general, any openly sponsored offering of goods, services, or ideas through any medium of public communication (1).Accelerating change, intensifying competition, and increasing market fragmentation have put managers into faster and faster paced activities. Although computerization has given them increased access to information, it has not added time to sift through it and make sense of it.
It is by now a commonplace that consumers' "low involvement" processing of television ads is different from the initial processing earlier assumed in the advertising literature. Our understanding of these processes, however, is still largely speculative, and certainly incomplete.How can advertisers be confident that they have isolated the key message factor that made their campaign successful or unsuccessful? If they guess wrong, their next campaign could flop. For decades, advertising researchers have chronicled the many ways advertising can influence consumer preferences for products and services.What is less obvious is when each of these ways advertising can work, will work. This latter issue is of primary importance to advertising practitioners.
Of all the elements in the marketing mix, advertising may have the longest delayed effect on sales. Often, a substantial amount of time passes from the time consumers are first exposed to advertising about a specific brand to when they can actually purchase the product.Although most advertising campaigns do not include explicit assumptions about consumer memory performance, it is often implicitly assumed that advertising affects consumers in some way, which may later be manifested in recall and recognition performance that influence brand evaluations and choice. It is worth noting that consumption increases must be shown in the aggregate to be meaningful.That is, the increased sales or share of a brand is insufficient to demonstrate an effect. The ability of advertising to affect preference for a brand and product consumption is undisputed.
What counts in the end is whether or not advertising increases the total per capita consumption of alcohol, that is, the amount of absolute alcohol consumed.Without proper advertising there could not be any trade. But alcohol and tobacco are specific products – they damage health. From 1967 to 1970, before the ban on broadcast tobacco advertising in the United States, broadcasters were required to air roughly one antismoking ad for every four cigarette ads.Smoking by youth declined markedly.
Since then, the underage smoking rate has remained stable. One reason the rate has not declined further may be that, since 1970, expenditures on antismoking ads have been very low. Expenditures have increased recently, but only in three states. In 1995, Massachusetts spent $2.33 per capita, California $.40, and Michigan $.20; in contrast, the tobacco industry spent $3.76 per capita on cigarette ads.
