Responsibility and brand advertising in the alcoholic beverage market Essay

Responsibility and brand advertising in the alcoholic beverage market (Context of Business) - Essay ExampleThere is considerable criticism on brand advertising in alcoholic beverage, and there are calls for more regulation in industry-sponsored responsibility messages. They are constantly criticized as mere exoteric relations activities that are morally suspect. What are recommended are those moderation campaigns initiated by public health educators and organizations. Media advocacy efforts are also offered as a formal step. So, what should be given importance are industry-sponsored responsible boozing campaigns and media advocacy. These two will play a major role on alcoholic drinking advocacy in the future.Kotler (2003, qtd. in Ringold) refers to tender marketing that characterizes public health education, whose key objective is to reduce the psychological, social, and practical obstacles hindering beneficial consumer behavior. Wallack (1990, p. 153, qtd. in Ringold) says that s ocial marketing provides people with accurate information so that they can take steps to improve their health. Efforts in social marketing to effect haughty health behavior provide valuable information for a desired behavior.Ringold cites the National Institute on Alcohol Abuse and Alcoholism (NIAAA) in its furtherance of responsible drinking, which was supported by government agencies, organizations and industry groups. The context strategy was, If you drink, drink responsibly, and heres howMedia advocacy seeks to change the ways in which problems are understood as public health issues (DeJong and Atkin 1995 Wallack 1990, qtd. in Ringold). Health behavior problems are the sole responsibility of individuals but producers, wholesalers, and retailers of alcoholic beverages also flummox the role to play in informing members of society about responsible drinking. Ringold cites Wallack as saying that a strategy might be developed to own media coverage of the ethical and legal culpabi lity of alcohol companies that promote deadly