Beer Advertising and Marketing Update: Structure, Conduct, and Social Costs

36 Pages Posted: 28 Oct 2004

See all articles by Jon P. Nelson

Jon P. Nelson

Pennsylvania State University - College of the Liberal Arts - Department of Economic

Date Written: October 2004

Abstract

Beer advertising is a topic that has frequently attracted the attention of industrial organization economists. This update reviews major events, data trends, and research for each of three issues: (1) the importance of advertising and product differentiation for structural change in the brewing industry; (2) the manner and extent to which brewers can strategically alter market shares using advertising; and (3) the social costs of beer advertising and marketing, including advertising bans, targeting of underage youth, and recent changes in the three-tier system of alcohol distribution. Major legal decisions pertaining to commercial speech and other regulations also are discussed.

Keywords: Advertising, brewing industry, regulation

JEL Classification: L66, L13, M37

Suggested Citation

Nelson, Jon P., Beer Advertising and Marketing Update: Structure, Conduct, and Social Costs (October 2004). Available at SSRN: https://ssrn.com/abstract=610483 or http://dx.doi.org/10.2139/ssrn.610483

Jon P. Nelson (Contact Author)

Pennsylvania State University - College of the Liberal Arts - Department of Economic ( email )

Kern Graduate Building
University Park, PA 16802-3306
United States
814-237-0157 (Phone)

HOME PAGE: http://econ.la.psu.edu/people/jpn

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