Historique
Rapport
Alcohol marketing in the digital age
Auteur(s) :
CHESTER, J. ;
MONTGOMERY, K. ;
DORFMAN, L.
Année
2010
Page(s) :
32 p.
Langue(s) :
Anglais
Éditeur(s) :
Berkeley Media Studies Group
Refs biblio. :
128
Domaine :
Alcool / Alcohol
Thésaurus mots-clés
TELEPHONE MOBILE
;
ALCOOL
;
INDUSTRIE DE L'ALCOOL
;
BIERE
;
BOISSON ALCOOLIQUE
;
MARKETING
;
PUBLICITE
;
COMMUNICATION
;
JEUNE
;
JEUNE ADULTE
;
INTERNET
;
RESEAUX SOCIAUX
Thésaurus géographique
ETATS-UNIS
;
INTERNATIONAL
Note de contenu :
TABLE OF CONTENTS:
Introduction
A High-definition Media and Marketing Ecosystem
- Engagement
- Data Collection and Behavioral Targeting
- 360-degree Strategy
Distribution Platforms
- Social Media
- Online Video
- Mobile Phones
- Immersive Environments
Target Marketing to African Americans and Latinos
Conclusion
- Self-regulation and Regulation
- The Limits of Age Verification
Recommendations
Appendices
- Appendix A: Health Implications of Marketing Alcohol
- Appendix B: Adolescent Brain Development
References
Introduction
A High-definition Media and Marketing Ecosystem
- Engagement
- Data Collection and Behavioral Targeting
- 360-degree Strategy
Distribution Platforms
- Social Media
- Online Video
- Mobile Phones
- Immersive Environments
Target Marketing to African Americans and Latinos
Conclusion
- Self-regulation and Regulation
- The Limits of Age Verification
Recommendations
Appendices
- Appendix A: Health Implications of Marketing Alcohol
- Appendix B: Adolescent Brain Development
References
Résumé :
This report details how alcohol companies are using the latest new media technologies to promote their products using methods that appeal to youth. Beer and alcohol companies are targeting consumers through social media, online video, mobile phone applications, and virtual online communities. Marketers are using these and other digital tools to harvest behavioral and other data on consumers, raising concerns about the effects such personalized interactive marketing may have on underage drinking, which The Center on Alcohol Marketing and Youth estimates to account for 12 to 20 percent of the U.S. alcohol market. The report also examines how alcohol companies are targeting African Americans and Hispanics. The authors are calling on the Federal Trade Commission, state attorney generals and others to investigate the phenomenon and examine whether current mechanisms to protect youth from alcohol marketing still work effectively in the digital era.
Affiliation :
Center for Digital Democracy, USA