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I challenge the Snyder et al study1 examining alcohol advertising effects on drinking behaviors. The study refutes decades of very sophisticated advertising, marketing communication, and consumer behavior research. For example, during the past 50 years, researchers, globally, have not been able to demonstrate a direct and measurable effect of mass media advertising on consumer behavior except in certain instances of direct response–type appeals.
Primary issues I have with the Snyder et al research include:
A Hierarchy of Effects model (circa 1961) apparently underlies the study (ie, the assumption of a linear, 1-way, outbound model in which marketer investments result in advertising exposure that results in consumer behavioral changes). While intuitively appealing, this conditioned-response, behaviorist model has been challenged for years, most recently by new studies in cognitive science.
Correlations do not mean causality. The authors carefully skirt this issue, relying on correlations in some instances and causality in others but drawing a final conclusion of causality.
Starting with 1872 respondents and ending with 588 respondents results in a massive attrition rate (68%). One can only wonder at the representativeness of the final group compared with the original sample.
Assuming that certain levels of marketplace advertising expenditures result in certain levels of in-market advertising media weight that then result in certain levels of message distribution that then result in certain levels of consumer exposure that then result in actual consumer behavioral changes is tenuous at best. These linkages simply cannot be made and no amount of statistical magic can make them appear.
Averaging media investments to a per capita base ignores the fact that media exposure is unique among audiences and individuals. Self-reporting does not mediate the problem.
Four-week respondent recall is fraught with problems. Asking people to recall what advertising they saw and what alcohol beverages they consumed during the past month commonly invites respondent speculation and guessing.
Correspondence: Dr Schultz, Integrated Marketing Communications Department, Northwestern University, 1870 Campus Dr, Evanston, IL 60208 (dschultz@northwestern.edu).
Funding/Support: Dr Schultz received funding from the Distilled Spirits Council.
Country-Specific Mortality and Growth Failure in Infancy and Yound Children and Association With Material Stature
Use interactive graphics and maps to view and sort country-specific infant and early dhildhood mortality and growth failure data and their association with maternal
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