The paper "Effects of Alcohol Sponsorship at Sporting and Cultural Events" is a great example of a business research proposal. Since 1992, the Australian federal government has enforced a ban prohibiting all entities from advertising tobacco products. The government explains that it took action against tobacco advertising because it promotes a substance that is addictive and toxic (Department of Health 2013). Statistics from the Australian government imply that alcohol poses a similar problem for the nation’ s wellbeing. Every year, three thousand, two hundred people die from alcohol-related problems while hospitals are forced to admit eighty-one thousand for the same issue.
This affects individuals and families through their losses and costs the government more than fifteen billion AUD (Ministerial Council on Drug Strategy 2006). The situation suggests that there is a need for the government to regulate the advertising of alcohol, a substance that is similar to tobacco in being addictive and harmful. Accordingly, there is a need for researchers to discover the effects of alcohol advertising in sporting and cultural events. Such information would help the policymakers understand how alcohol advertising influences peoples’ behaviour and know whether the situation requires immediate action. 1.2 Research question How does alcohol sponsorship of events influence the attitudes of patrons towards the consumption of the substance? 1.3 Aims and objectives of the research Aim: To discover the influence that alcohol advertising at events has on the attitudes of patrons The main objective: To collect information on the drinking habits of people attending social events Sub-objectives: To collect data from patrons of alcohol sponsored events and show whether the sponsorship makes them more or less likely to consume alcoholic beverages. To find out whether the drinking habits of people at alcohol sponsored events place them at any risk of succumbing to drug-related health complications. 1.4 Significance of the study The purpose of this study is to provide lawmakers with information detailing the effects of alcohol advertising and sponsorship at events on the attitudes of patrons.
The study will look at how people attending an event sponsored by an alcoholic drink are affected by the advertising and whether this sponsorship makes them consume more of the substance. Additionally, the study will show the impact that such sponsorship and advertising has on the health of the patrons.
Through these inferences and results, this research will help policymakers come up with informed regulations concerning the advertising of alcohol products and the sponsorship of cultural or sporting events by alcoholic substances. 2. Literature Review Scholars have carried out extensive research into the effects of alcohol and tobacco advertising on the attitudes and practices of consumers. This research has focused on different areas, with some scholars looking emphasizing on the impact of promotions on the youth while others look into events related marketing.
Deidre Mongan’ s 2010 article looked into the influence of alcohol sponsorship of sporting events in Ireland. Mongan (2010, p. 12) asserts that there is an undeniable link between sports and alcohol consumption among the Irish youth. This link provides players in the alcohol industry with an opportunity to promote their brands, a situation that helps to increase consumption. The New Zealand Health Promotion Agency also sponsored a study that looked into the effects of alcohol sponsorship of sports events. Similar to Mongan’ s conclusions, this study exposed a strong link between sporting events and alcohol consumption as the results revealed a perception within patrons that alcohol consumption was a part of the atmosphere at sports events (Gee, Jackson & Sam 2013, p.
21). For some patrons, this activity was socially acceptable.
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