Responsibility and brand advertising in the alcoholic beverage market Essay

Responsibility and brand advertising in the alcoholic beverage market (Context of Business) - Essay Example There 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 public 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 logical step. So, what should be given importance are industry-sponsored responsible drinking 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 social 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 social marketing â€Å"provides people with accurate information so that they can take steps to improve their health†. Efforts in social marketing to effect positive health behavior provide valuable information for a desired behavior. Ringold cites the National Institute on Alcohol Abuse and Alcoholism (NIAAA) in its promotion of â€Å"responsible drinking†, which was supported by government agencies, organizations and industry groups. The context strategy was, â€Å"If you drink, drink responsibly, and here’s how†¦Ã¢â‚¬  Media 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 have the role to play in informing members of society about responsible drinking. Ringold cites Wallack as saying that â€Å"a strategy might be developed to stimulate media coverage of the ethical and legal culpability of alcohol companies that promote deadly