Moderating teen drinking: combining social marketing and education

Combining Social Norms and Social Marketing to Address Underage Drinking: Development and Process Evaluation of a Whole-of-Community Intervention

Youth alcohol consumption has been steadily declining in Australia, as in other countries; fewer young people are drinking and the age of initiation is increasing. However, young people, their parents and others in their communities continue to believe that adolescent (excessive) drinking is the norm. This perception, and the concurrent misperception that the majority of parents are happy to pr...

Social marketing design and evaluation of responsible drinking

Using Social Network Sites for Higher Education Marketing and Recruitment

In this paper, the author examines how the rapid penetration of Social Network Sites (SNSs) into everyday life affects higher education marketing. Among unique features offered by SNSs are unprecedented trackability of students’ interests, immediacy in responses, targeted personalization of marketing efforts, and low institutional financial obligations. Growth in Internet Penetration Rates and ...

Critical social marketing: assessing the impact of alcohol marketing on youth drinking

This paper presents data from wave one of a longitudinal cohort study examining the impact of alcohol marketing on drinking of 920 secondary school pupils in Scotland. Critical social marketing studies such as this can help to inform the evidence base, and policy and regulation. Variables were constructed for 13 different types of alcohol marketing, along with various measures of drinking behav...

Combining mix and relationship marketing

Many marketing scholars have seriously debated the status of marketing as a discipline and in the corporate practice (see for example the special issue of Journal of Marketing, October 2005). Have marketing scholars specialised excessively on narrow perspectives and thus failed to look at the bigger picture in theory and practice? Consequently, it is no wonder that this main theme of the EMAC 2...