The paper "Is It Ethical for Retailers to Intentionally Promote Alcohol to Young Adults" is a great example of a marketing annotated bibliography. Alcohol supply, which includes its production, retail sale, as well as marketing, plays a crucial role in alcohol problems and consumption. For decades, alcohol marketing has been an important part of the supply chain, and alcohol companies are spending a lot of money to promote and advertise their products to potential customers. Most of the money is used in the traditional measured media such as print, radio, and television.
In order to maintain their markets, these companies have to continuously invest heavily in both promotion and advertising; in order to expand the market, these companies persuade drinkers to increase their consumption or change brands or encourage non-drinkers to start taking alcohol. In this regard, young people are mostly targeted. Even though the exact consequences of this marketing on persons are hard to measure, it is progressively more permeating. Alcohol marketing volume that young people across the globe are exposed to is unmatched. They are not just exposed to alcohol marketing through conventional mediums of communication like newspaper, billboards, television, and radio; but as well through the internet, which includes social sites like Twitter and Facebook.
The paper provides an annotated bibliography with the intention of answering if it is ethical for retailers to intentionally promote alcohol to young adults. Article 1 Entry Jones, S.C. & Smith, K.M. , 2011. The effect of point of sale promotions on the alcohol purchasing behaviour of young people in metropolitan, regional and rural Australia. Journal of Youth Studies, vol. 14, no. 8, pp. 885-900. Jones and Smith (2011) article intend to specifically analyse the effects of point of sale (POS) promotions on adolescents, in anticipation of offering proof that can be utilised in informing regulation and policy in alcohol marketing.
In this case, numerous focus groups were performed in three distinct areas with teenagers aged between 16 and 25 years. During the study, the authors asked the participants about their remembrance of numerous POS promotions as well as the impact of such promotions on their alcohol consumption and purchasing behaviour. The article usefulness is verified by the fact that the research is conducted on non-advertising alcohol promotions, which to a large extent has been neglected bearing in mind it has an effect on young people’ s alcohol-related behaviours as well as attitudes.
Based on non-advertising, the authors are talking about the promotions and marketing communications, which are not broadcasted through the media, but instead are promotions offered at the location where the alcohol product is bought. Such promotions include displays or posters, giveaways, gifts, branded merchandise, volume/price discounts, as well as competitions. The study met its main objective of determining the effects of point of sale promotions on the alcohol purchasing behaviour of teenagers with the study results show a strong impact of POS promotions on young people.
The credibility of the study is beyond doubt since it was conducted ethically with approval from the University’ s Human Research Ethics Committee. The authors prove that POS promotions, especially reduced prices appear to be mainly effective in promoting the buying of high volumes of alcohol; thus, creating the need for regulation in POS promotions.