ฐานข้อมูลวิจัยด้านสุขภาพจิตและจิตเวช

ผู้วิจัย/Authors: Sirisopak Buraphadeja

ชื่อเรื่อง/Title: The Study to Develop the watching system on Marketing strategy and sale promotion of alcohol beverages industry.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 83.

รายละเอียด / Details:

The research title is "The study to develop the watching system on marketing strategy and sale promotion of Alcohol Beverages Industry". This research is documental research through the use of secondary data analysis and state of the art reviewing. The purpose of this study is to develop the watching system on marketing strategy and variety of sales promotion of alcohol beverages industry. The findings were as follows: Thai national alcohol control policy has been established and developed continually over the last decade. Since Thais are among the world's heaviest drinkers. The Health Ministry study in 2003 found that per capita, Thais consumed 41.6 liters of alcohol in 2001, up 20.2 liter a year in 1989. That placed Thailand only behind Portugal, Ireland, the Bahamas and the Czech Republic, From this study, the study ranked fifth in the world for alcohol consumption. Since the October 2003, Thai government has restricted broadcasters to carry advertisements for alcoholic beverages between 10 p.m. and 5 a.m. Stores has been allowed to prominently display alcohol, though retail selling has been restricted to between 11 a.m. and 2 p.m. and after 5 p.m. every day. Alcohol sales have been banned on religious and royal holidays and on election days. In November 2006, the Ministry of Public Health proposed a total 24-hour ban on all forms of advertising for beer, wine or hard liquor on TV, radio and print ads through a regulation issued by Thailand Food and Drug Administration. The new law would not cover advertising of alcoholic drinks during live broadcasts, especially international sporting events. Nevertheless, the proposed order, which was due to take effect on December 3, 2006, hit a major snag when the Council of State invalidated it, arguing that the FDA did not have authority to do so. However, the sub-committee of the national Legislative Assembly for draft total ban on alcohol advertisements in all forms of media around-the clock has disapproved this draft for the 30th of August this year. Instead, they allowed the alcohol advertisements for television and radio could be broadcasted between 12 pm to 5 am. Annual advertising revenue stood at 100 billion baht. About 2.6 billion baht came from the alcohol industry. According to Nielsen Media Research, ad spending overall on alcohol beverages totaled 2.6 billion baht in 2005, up from 2.2 billion the previous year, and accounted for 2.9% of all medial spending. Alcohol producers are major advertisers during late-night hours. In 2005, the six local television channels earned a total of 1.7 billion baht in revenue from advertisements for alcoholic drinks, or 65% of the 2.6 billion baht spent on advertising for alcohol drinks. Alcohol companies encourage target group to drink by using friendly content in their advertisements, such as humor, or music, and by implying that having fun and being attractive means drinking alcohol. Alcohol industry advertising and promotions have an impact on adolescents' beliefs about alcohol, drinking practices, and drinking problems. Restrictions must be placed on alcohol promotions so that the alcohol industry is unable to influence underage consumers. More difficult to monitor than advertising, however, is the unmeasured billion baht a year practice of alcohol promotion. Companies design promotions to expose target group to positive messages about alcohol, by means of trendy logo apparel, discounts to appeal to price-sensitive drinker, and sponsorship of activities such as concerts and sporting events. Social advertising is more hazardous because it makes audiences have a positive feeling towards drinking and the alcohol companies. The Measure to restrict alcohol advertising to between 10 pm and 5 am, had failed to produced any concrete results in terms of lowering consumption of alcohol. There is some controversial that Alcohol consumption has steadily increased sine the government banned TV commercials for booze from 5 am to 10 pm in October 2003. This consumed 759 million liters of spirits in 2003, rising to 791 million liters in 2005, according to the statistics of the World Health Organization. Beer rose to 1.6 billion liters from 1.5 billion in the same period. Not only a curb on the advertising of alcoholic drinks To cut the number of drinkers, the government should focus more on other measures, such as a ban on the sale of alcohol to people under 21, alcohol-free zones, imposition of higher liquor taxes and the dissemination of information on the negative effects of alcohol consumption.

Keywords: alcohol, watching system, marketing, sale promotion, policy, alcoholic beverage, broadcast, drinker

ปีที่เผยแพร่/Year: 2008

Address: Faculty of Commerce & Accountancy Chulalongkorn University.

Code: 200800124

ISSN/ISBN: 978-974-09-4574-1

Country of publication: Thailand

Language: English

Category: Abstract

Download: