Tareas

MARKETING GLOBAL



accounting for approximately 73% of sales of alcohol in the U.S (Federal Trade Commission, 2008). According to the FTC, these manufacturers spent 44% of their marketingdollars on the traditional measured media of print, radio, television and outdoor. Other significant categories included point-of-sale advertising and promotions (18.8%),sponsorship of sporting events,sports teams or individual athletes (10.9%), and promotional allowances to wholesalers and

Alcohol companies typically employ a mix of unmeasured activities, tailored to the brand as well as to thecultural, religious and regulatory context. For example, sponsorship is a huge area of activity. Within this category, sponsorship of sporting events is widespread. Anheuser-Busch, for instance,sponsorsthe FIFA World Cup, while nearly every team inWorld Cup competition has an alcohol sponsor. In fact,Anheuser-Busch is the second highest spender on spon sorshipsin the U.S., behind PepsiCo, Inc.,spending $260-265million in 2004 (Sparks, Dewhirst, Jette, & Schweinbenz, 2005).Beer company sponsorship of sports in China is increasing, with Anheuser-Busch sponsoring the Budweiser University LeagueSoccer Games, amateur soccer tournaments, the 2004 Chinese Olympic Team, and the 2008 Beijing Olympic Games.

In the United States, the Center on Alcohol Marketing andYouth at Georgetown Universityhas also used market research databases to find, for example, that U.S. television advertising for alcohol in 2007 reached 96% of the adult population (defined in the U.S. as those 21 and over) anaverage of 446 times. At the same time, the advertising reached 89% of youthunder the legal drinking age (i.e., ages 12 to 20) an average of 436 times (Center on Alcohol Marketing and Youth,2008).milkshakes and caffeinated alcoholic beverages, couponing, and the use of online avatars and social networking sites as opportunities for alcohol promotion has not yet been examined with solid research...