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.     

How prices matter in politics: the returns to campaign advertising

The apparent ineffectiveness of incumbent campaign spending in congressional elections is one of the enduring puzzles in the political economy literature. Previous work in this area has assumed that advertising prices are uniform across congressional districts, and therefore that campaign spending alone is a good proxy for campaign advertising. However, candidates in different districts face widely different advertising prices and this paper shows that differences in advertising costs are one source of the apparent ineffectiveness of campaign spending. Accounting for the price of advertising, this paper shows that campaign spending is productive for both incumbents and challengers.     

Advances in the Study of Political Advertising

One of the biggest recent advances in the study of political advertising has been the availability of systematic sources of data on when and where ads air—and their content. In this piece, we review the various data sources that scholars have used to study political advertising, focusing on their strengths and weaknesses. We then discuss recent studies that have employed data on political advertising to examine the effects of ad exposure on citizens' attitudes and political behaviors, how the content of advertising varies, and how ads have been targeted in recent political campaigns. We follow that with our own empirical contribution—an analysis of trends in advertising content, including negativity and policy focus—over the past 16 years.     

Do time restrictions on alcohol advertising reduce youth exposure?

Regulators may attempt to reduce youth exposure to alcohol advertising by restricting times during which alcohol ads may be aired on television or radio. The Netherlands introduced such a policy and found that teenage advertising exposure increased following the time restrictions. This study uses simulation analysis and a comprehensive database of television alcohol advertising to demonstrate that time restrictions are likely to reduce advertising exposure to the youngest viewers while increasing exposure for the high‐risk teenage population. Copyright © 2012 John Wiley & Sons, Ltd.     

Advertising Spending by Incumbents and Challengers

Abstract

As candidates spend increasing amounts of money on television advertising, it becomes critically important to assess the degree to which this advertising produces results. In an examination of a particularly hard fought primary for a major state-wide office, this study compares the impact made by each candidate's television advertising on voter intentions during the campaign and the votes ultimately received at the end. Results suggest that over the course of the campaign, television advertising benefited the challenger more than the incumbent.     

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.     

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.     

Giving People What They Want Before They Know They Want It

When advertising is able to capitalize on products or services that give people what they want just before they know they want it, it makes for an extremely powerful marketing tool. More often than not, advertising is unable to generate significant awareness or motivation to motivate a potential customer to purchase the advertised product. Yet there is a body of work, limited as it may be, that more often that not has been able to accomplish this. All advertising works to some degree, but the kind that promises people a benefit even before they realize that it is something that they truly want, works better than the other kind. This is particularly powerful when the product being advertised gives people something they want before they even know it. There are obstacles to developing advertising that is fundamentally new and fresh and with which people are not familiar, but the rewards are worth the effort to overcome them. Reviewing some of the most successful marketing accomplishments reveals the use of advertising that has these elements.     

Campaign Advertising and Democratic Citizenship

Concern about the state of American democracy is a staple of political science and popular commentary. Critics warn that levels of citizen participation and political knowledge are disturbingly low and that seemingly ubiquitous political advertising is contributing to the problem. We argue that political advertising is rife with both informational and emotional content and actually contributes to a more informed, more engaged, and more participatory citizenry. With detailed advertising data from the 2000 election, we show that exposure to campaign advertising produces citizens who are more interested in the election, have more to say about the candidates, are more familiar with who is running, and ultimately are more likely to vote. Importantly, these effects are concentrated among those citizens who need it most: those with the lowest pre-existing levels of political information.     

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     

Selling favors in the lab: experiments on campaign finance reform

Campaign advertising can provide benefits to constituencies when used to fund the distribution of useful information, but voters can be harmed if candidates finance such advertising by trading policy favors to special interests in exchange for contributions. We report data from novel laboratory campaign finance experiments that shed light on this tradeoff, and that provide rigorous empirical evidence on formal campaign finance theory. Our key finding is that voters respond to advertising differently between special interest and publicly-financed campaigns, and that the nature of this difference is qualitatively consistent with formal models’ predictions.     

Campaign allocations under probabilistic voting

We develop a probabilistic voting model where candidates compete by advertising in different media markets. Ads are viewed by everyone within a market and cannot be targeted to subgroups such as one candidate??s partisans. Candidates estimate the distribution of voter preference intensities in a market, and campaign ads then shift this distribution. Individuals with any intensity vote with some probability for each candidate. We derive comparative static implications of changes in a variety of factors on the advertising decisions of each candidate. Using campaign advertising data from 2002, we find these results to be consistent with actual campaign allocation behavior.     

Through the Party Lens: How Citizens Evaluate TV Electoral Spots

Party affiliation is considered one of the most important factors explaining voters' party choice, but also a strong intervening variable when it comes to the effectiveness of electoral advertising. The question raised in this study is to what extent party affiliation explains voters' judgments of electoral advertising, which was investigated by using data carried out during the Swedish general election campaign 2010. The results show that party affiliation still functions as a filter when voters are exposed to electoral advertising. The findings are suggested to be understood against the background of cognitive dissonance theory and selective exposure according to which people try to avoid a state of cognitive dissonance by avoiding information that conflicts with their attitudes.     

儿童电视广告的诉求对象分析

儿童广告主要是指为儿童用品所做的广告,儿童电视广告就是指以电视为传播媒介的儿童广告。儿童作为儿童用品的主要消费者,有消费的能力,却没有购买消费品的财力。所以,儿童电视广告不能单独以儿童为诉求对象,有时也要以儿童的家长作为诉求对象,或者把两者共同作为诉求对象。从儿童的生理、心理特征,以及产品类别两个角度对儿童电视广告的诉求对象进行了分析。     

The Political Economy of Facebook Advertising: Election Spending,Regulation and Targeting Online

Political advertising on Facebook is the latest in a long line of developments in campaign practice, and is a tool that has been mobilised extensively in elections around the world. In this article, we explore what we know about Facebook advertising at elections and ask what existing data from the UK Electoral Commission can reveal about current usage. Highlighting the principles behind Facebook advertising, we argue that existing metrics offer little insight into current campaign trends—posing analytical, methodological and normative challenges for academics and electoral regulators alike. Moreover, we argue that these challenges strike at the heart of debates about democratic responsibility and the degree to which governments should cede responsibility to commercial actors who may have differing understandings of fundamental democratic norms.     

By ground or by air? Voter mobilization during the United States’ 2008 presidential campaign

Aggregate studies find no effect of campaign advertising on voter turnout in the United States, thereby calling into question experimental and survey-based studies that produce strong turnout effects. In revisiting the debate over the impact of campaign ads, this paper examines the effects of both TV campaign advertising and campaign field offices on aggregate voter turnout during the 2008 US presidential election campaign. In contrast to previous studies, our analysis finds that both campaign field offices and campaign advertising help to stimulate turnout, although the effect of campaign field offices is more robust to alternative model specifications. We also find that only Obama's field offices had any discernible impact on aggregate voter turnout, thereby reinforcing the narrative that the Obama campaign had a superior ground game in 2008.     

Neuromarketing: The New Science of Consumer Behavior

Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year, over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement. Neuromarketing offers cutting edge methods for directly probing minds without requiring demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising messages around the world.     

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.     

A Comparative Analysis of Political Communication Systems and Voter Turnout

This article explores how political communication institutions affect cross-national differences in voter turnout in democratic elections. It demonstrates how the structure and means of conveying political messages—gauged by media systems, access to paid political television advertising, and campaign finance laws—explain variations in turnout across 74 countries. Relying on a "mobilization" perspective, I argue that institutional settings that reduce information costs for voters will increase turnout. The major empirical findings are twofold. First, campaign finance systems that allow more money (and electioneering communication) to enter election campaigns are associated with higher levels of voter turnout. Second, broadcasting systems and access to paid political television advertising explain cross-national variation in turnout, but their effects are more complex than initially expected. While public broadcasting clearly promotes higher levels of turnout, it also modifies the effect of paid advertising access on turnout.