the pdf version of the - Digital Alcohol Marketing formatted
34 Pages
English
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the pdf version of the - Digital Alcohol Marketing formatted

-

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34 Pages
English

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the pdf version of the - Digital Alcohol Marketing formatted

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  Alcohol Marketing in the Digital Age
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May 2010  s
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 Jeff Chester, MSW Center for Digital Democracy  Kathryn Montgomery, PhD School of Communication American University  Lori Dorfman, DrPH Berkeley Media Studies Group Public Health Institute   
 
                    Acknowledgements Support for this research was provided by the Robert Wood Johnson Foundation’s Substance Abuse Policy Research Program (grant #65034). The authors appreciate research assistance from Eliana Bukofzer, Cozet te Tran-Caffee, Mari D. Gonzalez, Phil Wilbur, and Gary O. Larson. Special thanks to David Jernigan and Jim Mosher for their comments on an earlier draft and to Maria Alaniz for her consultation in the early stages of this project.  Appendix B is excerpted from  Linda J. Leslie,Frances M. Loughlin, E. Levine, Sandra and Cornelia Pechmann, “Adolescents’ Psychological & Neurobiological Development: Implications for Digital Marketing,” Memo prepared for the Second NPLAN/BMSG Meeting on Digital Media and Mark eting to Children, Berkeley, CA, June 29-30, 2009, available from http://digitalads.org/reports.php.  For questions or information about this report, please contact Jeff Chester, Center for Digital Democracy, jeff@democraticmedia.org or Lori Dorfman, Berke ley Media Studies Group, dorfman@bmsg.org. Download copies of this report from http://www.digitalads.org/alcohol.php.       © 2010 Center for Digital Democracy & Berkeley Media Studies Group, a project of the Public Health Institute
1 | Alcohol Marketing in the Digital Age
 Alcohol Marketing in the Digital Age    Jeff Chester, MSW Center for Digital Democracy  Kathryn Montgomery, PhD School of Communication American University  Lori Dorfman, DrPH Berkeley Media Studies Group Public Health Institute  May 2010   Contents  Acknowledgements………..inside cover  Introduction..2  A High-definition Media and Marketing Ecosystem………..4 Engagement………..4 Data Collection and Behavioral Targeting……….. 5 360-degree Strategy………..5  Distribution Platforms………..6 Social Media………..6 Online Video………..9 Mobile Phones………..11 Immersive Environments………..12  Target Marketing to African Americans and Latinos……….. 14  Conclusion………..15 Self-regulation and Regulation………..16 The Limits of Age Verification………..17  Recommendations………..18  Appendices Appendix A: Health Implications of Marketing Alcohol………..20 Appendix B: Adolescent Brain Development ………..21   References………..22