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

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  • 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

Suggested Citation

  • Jon Nelson, 2005. "Beer Advertising and Marketing Update: Structure, Conduct, and Social Costs," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 26(3), pages 269-306, December.
  • Handle: RePEc:kap:revind:v:26:y:2005:i:3:p:269-306
    DOI: 10.1007/s11151-004-8113-x
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    References listed on IDEAS

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    1. Gina M. Riekhof & Michael E. Sykuta, 2005. "Politics, Economics, and the Regulation of Direct Interstate Shipping in the Wine Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 87(2), pages 439-452.
    2. 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.
    3. Wiseman, Alan E. & Ellig, Jerry, 2004. "Market and Nonmarket Barriers to Internet Wine Sales: The Case of Virginia," Business and Politics, Cambridge University Press, vol. 6(02), pages 1-34, August.
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    Citations

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    Cited by:

    1. Glaeser, Edward L. & Ujhelyi, Gergely, 2010. "Regulating misinformation," Journal of Public Economics, Elsevier, vol. 94(3-4), pages 247-257, April.
    2. Mesak, Hani I. & Bari, Abdullahel & Luehlfing, Michael S. & Han, Fei, 2015. "On modeling the advertising-operations interface under asymmetric competition," European Journal of Operational Research, Elsevier, vol. 240(1), pages 278-291.
    3. 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.
    4. Lisa M. George, 2009. "NATIONAL TELEVISION AND THE MARKET FOR LOCAL PRODUCTS: THE CASE OF BEER -super-," Journal of Industrial Economics, Wiley Blackwell, vol. 57(1), pages 85-111, March.
    5. Natsuko Iwasaki & Barry Seldon & Victor Tremblay, 2008. "Brewing Wars of Attrition for Profit (and Concentration)," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 33(4), pages 263-279, December.
    6. 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.
    7. Frank, Mark W., 2008. "Media substitution in advertising: A spirited case study," International Journal of Industrial Organization, Elsevier, vol. 26(1), pages 308-326, January.
    8. Erickson, Gary M., 2009. "An oligopoly model of dynamic advertising competition," European Journal of Operational Research, Elsevier, vol. 197(1), pages 374-388, August.
    9. Rojas, Christian & Peterson, Everett, 2005. "Estimating Demand for Differentiated Products: The Case of Beer in the U.S," Research Reports 149023, University of Connecticut, Food Marketing Policy Center.
    10. Giannis Karagiannis & Magnus Kellermann & Simon Pröll & Klaus Salhofer, 2017. "Markup and Product Differentiation in the German Brewing Sector," Working Papers 682017, Institute for Sustainable Economic Development, Department of Economics and Social Sciences, University of Natural Resources and Life Sciences, Vienna.
    11. Loretz, Simon & Oberhofer, Harald, 2014. "When Helping the Small Hurts the Middle: Beer Excise Duties and Market Concentration," Working Papers in Economics 2014-5, University of Salzburg.
    12. Erik Strøjer Madsen & Yanqing Wu, 2014. "Globalization of Brewing and Economies of Scale," Economics Working Papers 2014-23, Department of Economics and Business Economics, Aarhus University.

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    Keywords

    advertising; brewing industry; regulation;

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