Assessing the impact of stricter alcohol advertising standards: the case of Beam Global Spirits

Reducing youth exposure to alcohol advertising is a global health priority. In most countries around the world, the alcohol industry is given the opportunity to regulate itself with respect to advertising practices. Generally, the alcohol industry self‐regulations are lax, allowing youth to be disproportionately exposed to alcohol advertising. However, Beam Global Spirits and Wine (Beam) voluntarily adopted more restrictive advertising standards in the United States in 2007. This study assessed Beam's compliance with their new standard and estimates its effect on youth exposure and advertising costs. We found that Beam's compliance with its more restrictive standards was imperfect, but never‐the‐less, we estimated that youth exposure to alcohol advertising was reduced compared to other spirits brands. Beam's more restrictive standards did not increase their advertising costs, and therefore other alcohol companies should consider adopting similar standards around the world. Copyright © 2015 John Wiley & Sons, Ltd.     

A sociosemiotic approach to consumer engagement in user-generated advertising

User-generated advertising (UGA) has been booming over the past few years as marketers have been actively seeking to enhance consumer engagement. Yet, our understanding of the implications, the importance and the potential of UGA from a cultural branding point of view remains limited. This study furnishes the conceptual model of consumer cultural engagement in order to appreciate in a more nuanced manner than afforded by consumer sentiment analyses how UGA contributes to fleshing out co-creatively a brand vision. To this end, a sociosemiotic approach is pursued by dimensionalizing the cultural resources employed in UGA along the interlocking layers of text/register/domain in a cline of instantiation. The conceptual model is exemplified by recourse to a UGA corpus from the 10th and final wave of Doritos’ Crash the Super Bowl promo mechanism, undergirded by a mixed methods research design that features a grounded theoretical procedure, facilitated by quantitative analyses.     

What do Australian consumers think about current advertising standards?

The concept of community standards is the cornerstone of advertising self‐regulation in Australia. However, there is a dearth of research on current attitudes towards advertising and a virtual absence of such data in an Australian context. A questionnaire was developed to assess consumer attitudes towards advertising; respondents were 872 adults residing in New South Wales. We found high levels of concern regarding advertising standards in general and a consistent perception that advertising should not, for example, use coarse language or violent images, portray women or men as sex objects or show nudity, stereotype or make fun of groups of people, or convey messages that undermine parental authority. In relation to specific appeals and executional elements, although we identified numerous statistically significant demographic differences, there was a clear majority view as to what elements are unacceptable. That is, rather than the posited vocal ‘moral minority’, there is a consistency of views across the community on key issues of advertising standards. The finding that only a very small proportion of community‐based respondents knew how to make a complaint to the correct organisation suggests that studies utilising complainant samples are unlikely to be representative of those who are concerned about advertising. Copyright © 2011 John Wiley & Sons, Ltd.     

Health of the nation: an individual or a corporate social responsibility? A preliminary investigation into consumer perceptions

• Britain is increasingly mirroring a number of nations in terms of the continued growth in prevailing levels of illnesses related potentially to human food consumption. As this issue fast becomes global, the question of whose responsibility it is, has come to the forefront of the debate. Other groups, apart from the Governments with direct involvement in this crisis are the Consumers and the Marketers. Using the food industry as the basis, the study primarily focuses on the consumers' perceptions of the nature and the extent of the problem. To investigate, three products used in the study are placed on a continuum; Chocolates represent one end and Genetically manufactured foods the other. Fast foods are represented in the middle. This framework highlights variations in consumer perceptions based on product differences: manufacturers have been held responsible for the provision of pertinent information in the case of genetically manufactured products; in the context of fast foods and Confectionery both manufacturers and consumers have been seen as responsible for consumers' existing consumption patterns.

Copyright © 2007 John Wiley & Sons, Ltd.     

The importance of industry compliance in improving advertising self‐regulatory processes

As the most visible element of the marketing communications mix, advertising has had its critics and, given the choice, developed countries usually select a self‐regulatory approach to deal with unacceptable advertising. The recent breakdown of one of the world's longest established advertising self‐regulatory programmes in Australia has reopened the 20‐year old debate that has taken place in the leading academic and business journals concerned with enhancing understanding of such regulatory systems. This paper focuses on the activity of code enforcement in improving the effectiveness of advertising self‐regulatory frameworks. The key findings of an Australian study, where its scheme has recently failed, are presented and discussed in this context and a key concept is developed. Copyright © 2003 Henry Stewart Publications     

Citizen perceptions of public management: Hybridisation and post‐new public management in Japan and New Zealand

An older body of research claims variously: a world‐wide transformation from new public management (NPM) to new public governance or post new public management (post‐NPM); a ‘layering’, where new management rhetoric and techniques are layered upon existing ones; or a ‘hybridisation’ synthesised from competing systems. More recent studies, particularly in central and Eastern Europe, suggest a nuanced and context‐specific degree of transformation. Influenced by a growing research interest in citizen perceptions of public management, this study expands this more nuanced approach by surveying local government public management perceptions of 1,140 New Zealand and 3,100 Japanese citizen online survey respondents. Using principal component analysis, we show both New Zealand and Japan exhibit degrees of hybridisation of public management paradigms, with Japan exhibiting a higher degree of eclecticism.     

Regulating political advertising in the EU and USA: a human rights perspective

Underlying the American model of political campaign communication are the US Constitutional guarantees of free speech, which secure the rights of citizens to support political candidates of their choosing and express that support in various forms, from bumper stickers to television advertising. Courts have at times struck down measures regulating political advertising, including limits on the amounts of such advertising and the amounts of funds which candidates, parties and individuals may spend on election‐related speeches and advertising as infringements of these rights. With few exceptions, in the USA, government may not limit the number of spots a candidate airs in an election. In Europe, international norms concerning free expression and fair elections appear in a number of legal instruments, including, most recently, the UK's Human Rights Act 1998 and the EU's Charter of Fundamental Rights. This paper compares the role and development of American First Amendment doctrines in limiting restrictions on political advertising in the USA with the development of comparable norms of free expression under the European Convention on Human Rights, European Union treaties and legislation and national laws of the member states and accession countries. In particular, this paper addresses the validity and enforceability of European legal limits on number, timing, placement, quantity and content of political advertisements under applicable human rights rules and similar regulations. The paper concludes that (1) a combination of European legal instruments, including the European Convention on Human Rights, the European Community Treaty, the European Community's ‘Television Without Frontiers’ Directives and the Council of Europe's Convention on Transfrontier Television offer protections of a kind and type which broadly track the protections of the USA's First Amendment; that (2) it seems that governmental justifications for restricting these freedoms are more readily accepted in Europe than they might be in courts in the USA; and that (3) certain restrictions on political advertising identified in previous studies as existing throughout Europe will face increased judicial scrutiny and some of them are probably illegal under European Human Rights principles. Copyright © 2004 Henry Stewart Publications     

Introducing and applying a new Australian alcohol advertising code

This article introduces the new Australian Alcohol Advertising Review Board (AARB) Code and assesses television advertising practices against its advertising content provisions. The Code is administered by independent experts to provide an alternative to the industry‐led Alcohol Beverages Advertising Code Scheme that has attracted substantial criticism. The new Code aims to balance the alcohol industry's right to promote a legal product against critical protections for young people and public health. To assess whether the new Code will require substantial changes to alcohol advertising practices, a content analysis was conducted of alcohol advertisements aired prior to its introduction on all four free‐to‐air commercial television channels over two months. A majority of the analysed advertisements (48 of 64) contained at least one element that could be construed as a breach of the AARB Code. The largest numbers of potential breaches were for the provisions relating to the association of alcohol with success and using appeals that are likely to be attractive to young people. The results demonstrate that the Australian alcohol industry will need to reassess current advertising practices to achieve compliance with the new Code. Copyright © 2012 John Wiley & Sons, Ltd.     

Campaign advertising and political ambiguity

This paper develops a model to explain candidates' strategic decisions to provide or withhold information about policy positions in the course of an election campaign. The analysis treats this problem as a game of imperfect information. Attention is focused on modeling voter suspicion of candidates whose positions are ambiguous. Specific numerical examples illustrate that candidate decisions about providing information via informative advertising depend upon candidate policy preferences, campaign fund endowments, partisan reputations, and incumbency status. The model also provides theoretical underpinnings for empirical findings regarding the effects of campaign advertising.     

Common Ground: the sustainable development goals and the marketing and advertising industry

The Sustainable Development Goals (SDGs), agreed at a United Nations General Assembly in 2015, embrace an ambitious and wide-ranging set of global environmental, social, and economic issues designed to effect a transition to a more sustainable future. The United Nations called on all governments to not only pursue these ambitious goals but also acknowledged the important role of the business community in addressing the SDGs. The high profile launch in June 2016 of the ‘Common Ground’ initiative to support the SDGs by Ban Ki-moon, United Nations General Secretary, and six of the world's leading marketing and advertising companies, namely, Dentsu, Havas, IPG, Omnicom group, Publicis Group, and WPP might be seen to herald a new era in the transition to a more sustainable future. This paper outlines the SDGs and business engagement with them, reviews the sustainably strategies and achievements currently being publicly reported by the six leading advertising and marketing companies, and offers some reflections on a number of the challenges these companies will face in contributing to the SDGs.     

What have public affairs and advertising got in common?

The author argues that to be successful companies need to adopt a stakeholder view of how they interact with society—in short their communications need to be integrated. Rather than focusing purely on their consumer markets, advertisers should be aware of the impact of their messages on public opinion, pressure groups, politicians and others that make up the ‘political market’. Equally, public affairs practitioners should be more involved in the commercial activities of their colleagues in advertising and marketing. Integrated communications, in the author's view, is not only an operational necessity for companies, but a strategic imperative for sustainable success in a global world with differing local expectations. Copyright © 2002 Henry Stewart Publications.     

More Open but Not More Trusted? The Effect of the Freedom of Information Act 2000 on the United Kingdom Central Government

This article examines the impact of Britain's Freedom of Information (FOI) Act 2000 on British central government. The article identifies six objectives for FOI in the United Kingdom and then examines to what extent FOI has met them, briefly comparing the United Kingdom with similar legislation in Ireland, New Zealand, Australia, and Canada. It concludes that FOI has achieved the core objectives of increasing transparency and accountability, though the latter only in particular circumstances, but not the four secondary objectives: improved decision‐making by government, improved public understanding, increased participation, and trust in government. This is not because the Act has “failed” but because the objectives were overly ambitious and FOI is shaped by the political environment in which it is placed.     

The uneven playing field of school choice: Evidence from new zealand

New Zealand's 10‐year experience with self‐governing schools operating in a competitive environment provides new insights into school choice initiatives now being hotly debated in the United States with limited evidence. This article examines how New Zealand's system of parental choice of schools played out in that country's three major urban areas with particular emphasis on the sorting of students by ethnic and socioeconomic status. The analysis documents that schools with large initial proportions of minorities (Maori and Pacific Island students in the New Zealand context) were at a clear disadvantage in the educational market place relative to other schools and that the effect was to generate a system in which gaps between the “successful” and the “unsuccessful” schools became wider. © 2001 by the Association for Public Policy Analysis and Management.     

Facing the future: young people's awareness of the 2001 British general election advertising campaigns

This paper presents findings from a national survey of ‘potential’ first time voters at the 2001 British general election. It investigates these young people's awareness of the advertising used by the main political parties during this election. Overall what emerges is a young electorate aware of the advertising, who were interested in the election itself and nearly half of whom say they voted in it. Consequently the findings reject the notion that young people are generically unaware of and disinterested in party political messages. In addition the findings indicate that the political parties' print advertisements—to some degree—are penetrating the first layer of young people's message processing, suggesting they are a useful aid in capturing the youth vote. Copyright © 2003 Henry Stewart Publications     

An Evaluation of Local Government Websites in New Zealand

Abstract

The study assesses the effectiveness of New Zealand local government Websites in providing equitable and appropriate access to government information. All local government Websites that could be identified were evaluated using 37 criteria, and visitors to approximately half of these sites were surveyed to determine their perceptions of the effectiveness of the sites. Results show that although there is a good range of information provided on the better sites, some smaller regional or district councils sites provide little in the way of basic information to their citizens. The study also found a limited range of transactional services available on New Zealand local government Websites, and a widespread lack of disabled-enabled access to sites, along with poor provision for user privacy and security. User comments focused on the need for more information and more up-to-date information to be provided, and better search facilities on sites. Although over 90% of users approached a particular site seeking specific information, less than half were able to find the information they sought. Significant indigenous and ethnic minority groups were underrepresented among users. The study concludes that there is room for considerable improvement in the use of the Web as a primary communication and transaction channel within the context of the government's vision for extending e-government in New Zealand to local government and Other agencies.     

Approval regulation and endogenous consumer confidence: Theory and analogies to licensing,safety, and financial regulation

Safety regulation – in the form of pre-market approval, licensure, screening, and product entry limitations – governs numerous market realms, including consumer finance. In this article, we ask whether the effects of safety regulation go beyond safety and affect consumers' beliefs about the distribution of products they can use. We model “approval regulation,” where a government regulator must approve the market entry of a product based upon observable, unbiased, and non-anticipable experiments. We show that even if regulator and firm disagree about only quality standards, the disagreement induces the firm to provide more information about its product than it would in the absence of regulation. Put differently, purely first-order disagreements in regulation generate second-order consequences (more certainty about product quality). These second-order consequences of regulation are sufficient to generate first-order effects among end-users (more consumption of superior products), even when users are risk-neutral. In other words, even if approval regulation produces little or no improvement in safety or quality, it still aggregates information useful to “downstream” product users; these users will exhibit higher consumption and will more readily switch to superior products. In contrast with libertarian analyses of entry regulation and licensure, the model predicts that entry restrictions may be associated with greater product or service utilization (consumption) as well as with greater price sensitivity among consumers. Because contemporary cost–benefit analyses ignore these second-order effects, they are unlikely to capture the possible confidence effects of approval regulation.     

Joined‐Up for What? Response to Carey and Harris on Adaptive Collaboration

Carey and Harris present the concept of adaptive management as a practice for supporting effective collaboration, suggesting that performance information be used to modify actions. They observe that end‐outcome performance information is less useful because of long delays between actions and effects, and recommend instead that the performance information should concern the collaborative process itself. The New Zealand government has followed a similar path to the Australian journey described by Carey and Harris. First, New Zealand tried using end outcomes to drive collaboration. Then, New Zealand tried using process measures, but found that the resulting collaboration lacked purpose and urgency. More recently, New Zealand has found great success in using intermediate‐outcome measures to drive adaptive collaboration: measures with intrinsic value, but short delay between action and effect. We echo Carey and Harris’ call for adaptive collaboration, but write to suggest that intermediate outcomes, rather than process measures, may drive more purposive management.     

Long‐term care reform and the role of housing finance

Abstract

The Clinton administration's recently announced home and community‐based care proposals have potentially important implications not only for long‐term care policy, but also for housing policy in the United States. This article attempts to draw out some of those implications. The first section examines problems inherent in the current “medical/welfare” system of financing long‐term care, which constrains consumer choice by limiting the supply of providers to control costs and by increasing medical professionals’ control over the types of services provided in the name of quality control. The medical/welfare dominance of long‐term care policy has resulted in an overreliance on nursing homes as providers, resulting in both escalating costs and continued consumer dissatisfaction.

The second half of the article looks at recent market and policy developments in response to consumer demand for lower cost alternatives to nursing homes. These alternatives promote more consumer autonomy and control in supportive housing arrangements. A more comprehensive services and housing policy could promote these developments in an approach that combines the security of public financing of supportive services with the benefits of consumer choice, market competition, and legal protections that characterize housing markets. In such a scenario, housing finance institutions—including government agencies, lenders, developers, and investors—could play a pivotal role in the long‐term care debate not only by unlocking substantial financial resources but, equally important, by transforming the provision of long‐term care services to promote consumer choice and autonomy.     

Does the guerrilla win,if he does not lose? Advertising media practitioners' views on guerrilla marketing challenges and potential negative consequences

The purpose of this article is to offer an advertising media practitioners' perspective on guerrilla marketing challenges and negative consequences. In‐depth qualitative interviews were conducted with practitioners with extensive experience in guerrilla marketing campaigns in the South African context. Two themes and four related subthemes emerged from the data, namely, economic implications and potential societal impact of guerrilla marketing. The result and guidelines to evaluate guerrilla marketing challenges and potential negative consequences to consider shed some light for businesses employing or considering this platform. Marketers should not only focus on the advantageous guerrilla effects but must also be aware of the potential disadvantageous effects on consumers, the market, and society. Due to the unconventional and out‐of‐home nature of guerrilla activities, ethical, legal, and social boundaries must be balanced with potential positive outcomes. The current literature focussed predominately on the consumers' positive response towards guerrilla marketing. This article bridges a gap in the existing literature and is one the first studies on the potential negative consequences and challenges of guerrilla marketing campaigns.     

Advertising and the conquest of culture

Thomas Frank's important The conquest of cool: Business culture, counterculture, and the rise of hip consumerism usefully described the advertising industry's “conquest of cool” in the 1960s and beyond, the co-optation of the hip and the cool for the purposes of advertising marketing. This article argues that, since Frank's book appeared, the “convergence of commerce and content” – as the advertising industry calls it – has meant that the production of content is even more entwined with advertising than ever before. The first part of this article describes this shift with particular attention paid to the production of advertising music, which increasingly employs well-known rock, hip-hop, and other popular musicians. The analytical portion of this article draws on the studies of Richard A. Peterson and others on the rise of the socially elite “omnivore” consumer of cultural products to argue that advertising has played a crucial role in this shift, emphasizing the cool and the trendy. Last, the article updates Pierre Bourdieu's influential notion of cultural capital, for, if social elites are more omnivorous in their tastes, then cultural capital today must increasingly be associated with knowledge of the trendy, not only the fine arts.