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

Jon Nelson

Review of Industrial Organization, 2005, vol. 26, issue 3, 269-306

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

Keywords: advertising; brewing industry; regulation (search for similar items in EconPapers)
Date: 2005
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Citations: View citations in EconPapers (16)

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DOI: 10.1007/s11151-004-8113-x

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