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

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Author Info

  • Jon Nelson

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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. Copyright Springer 2005

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File URL: http://hdl.handle.net/10.1007/s11151-004-8113-x
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Bibliographic Info

Article provided by Springer in its journal Review of Industrial Organization.

Volume (Year): 26 (2005)
Issue (Month): 3 (December)
Pages: 269-306

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Handle: RePEc:kap:revind:v:26:y:2005:i:3:p:269-306

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Web page: http://www.springerlink.com/link.asp?id=100336

Related research

Keywords: advertising; brewing industry; regulation;

References

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  1. Wiseman Alan E. & Ellig Jerry, 2004. "Market and Nonmarket Barriers to Internet Wine Sales: The Case of Virginia," Business and Politics, De Gruyter, vol. 6(2), pages 1-36, August.
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Cited by:
  1. Edward L. Glaeser & Gergely Ujhelyi, 2006. "Regulating Misinformation," NBER Working Papers 12784, National Bureau of Economic Research, Inc.
  2. Mark W. Frank, 2006. "Media Substitution in Advertising: A Spirited Case Study," Working Papers 0606, Sam Houston State University, Department of Economics and International Business.
  3. Rojas, Christian & Peterson, Everett B., 2008. "Demand for differentiated products: Price and advertising evidence from the U.S. beer market," International Journal of Industrial Organization, Elsevier, vol. 26(1), pages 288-307, January.
  4. Natsuko Iwasaki & Barry Seldon & Victor Tremblay, 2008. "Brewing Wars of Attrition for Profit (and Concentration)," Review of Industrial Organization, Springer, vol. 33(4), pages 263-279, December.
  5. Christian Rojas & Everett B. Peterson, 2005. "Estimating Demand for Differentiated Products: The Case of Beer in the U.S," Food Marketing Policy Center Research Reports 089, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
  6. William James Adams, 2006. "Markets: Beer in Germany and the United States," Journal of Economic Perspectives, American Economic Association, vol. 20(1), pages 189-205, Winter.

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