Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Effectiveness of alcohol-prevention social marketing in the presence of alcohol advertising

Effectiveness of alcohol-prevention social marketing in the presence of alcohol advertising The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol advertising.Design/methodology/approachBased on repeated cross-sectional, nationally representative data from the 2011-2014 Annual Survey of Buddhist Lent Campaign Evaluation (N = 10,133), a generalized ordered logit (partial proportional odds) model is used. The outcome of interest is self-reported alcohol consumption during the campaign period, compared to before. The main explanatory variables include exposure to the campaign and exposure to alcohol advertising.FindingsResults show that exposure to the campaign and exposure to alcohol advertising positively and negatively influence alcohol consumption, respectively. Compared to those with one type of exposure and those without any exposure to alcohol-related messages, drinkers with exposure to both the campaign and alcohol advertising are estimated to have the highest probability of drinking reduction during the campaign period.Originality/valueThe paper highlights the importance of accounting for a countervailing force (in this case, alcohol advertising) in campaign evaluation studies. It also suggests that alcohol-control social marketing be continued and that the government should disseminate alcohol-prevention messages in a balanced manner, ensuring that both costs and benefits of alcohol consumption are well-understood by the intended audience. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Social Marketing Emerald Publishing

Effectiveness of alcohol-prevention social marketing in the presence of alcohol advertising

Loading next page...
 
/lp/emerald-publishing/effectiveness-of-alcohol-prevention-social-marketing-in-the-presence-Z6ua3XAX0p
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2042-6763
DOI
10.1108/jsocm-01-2018-0003
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to evaluate the effectiveness of a national alcohol-prevention social marketing campaign in Thailand, investigating specifically the competing forces of the campaign vis-à-vis alcohol advertising.Design/methodology/approachBased on repeated cross-sectional, nationally representative data from the 2011-2014 Annual Survey of Buddhist Lent Campaign Evaluation (N = 10,133), a generalized ordered logit (partial proportional odds) model is used. The outcome of interest is self-reported alcohol consumption during the campaign period, compared to before. The main explanatory variables include exposure to the campaign and exposure to alcohol advertising.FindingsResults show that exposure to the campaign and exposure to alcohol advertising positively and negatively influence alcohol consumption, respectively. Compared to those with one type of exposure and those without any exposure to alcohol-related messages, drinkers with exposure to both the campaign and alcohol advertising are estimated to have the highest probability of drinking reduction during the campaign period.Originality/valueThe paper highlights the importance of accounting for a countervailing force (in this case, alcohol advertising) in campaign evaluation studies. It also suggests that alcohol-control social marketing be continued and that the government should disseminate alcohol-prevention messages in a balanced manner, ensuring that both costs and benefits of alcohol consumption are well-understood by the intended audience.

Journal

Journal of Social MarketingEmerald Publishing

Published: Aug 20, 2019

Keywords: Thailand; Advertising; Alcohol; Buddhist lent; Campaign

References