and heavy drinking. Using surveys from a national sample, the researchers found that:h 31% of respondents between the ages of 12 and 18 who had "high exposure" to liquor advertising reported having tried each of 11 brands of liquor listed in the survey questionnaire, compared to 15% of those who had "low exposure" ("high" and "low exposure" are not defined in the article) h 52% of these respondents reported having tried each of six beer brands listed on the questionnaire, compared to 37% of "low exposure" respondents Among adults:h 78% of those with "high exposure" to alcohol advertising reported typically drinking at least one mixed drink per week, and 50% report having at least one straight drink per week, compared with 51% and 19%, respectively, for those in the "low exposure" group h 32% of the "high exposure" group drink five or more beers per week, compared with 19% of the "low exposure" group h 11% of college student respondents said that they had decided to have a beer and 1% decided to have a drink of liquor after seeing an alcohol ad that day. Exposure to advertising is also associated with frequency of drinking:h Respondents who have high exposure to ads report having an average of 4.5 drinks when they go to a party or bar, compared to 2.9 for those with low exposure. Asserting that "there is little doubt that alcohol advertising exerts an influence on the frequency and quantity of adult alcohol consumption," the researchers estimate that people consume between 10% and 30% more alcohol after seeing alcohol ads than if they saw none.The report also presents data on brand awareness and preference, attitudes toward drinking, and responses to selected advertisements (Atkin 93).The findings are based on survey and experimental research with a sample of 1,227 people of "diverse backgrounds from different regions of the country" conducted in 1992-93. Strategic Alternatives for Solving ProblemDescription of Strategic Alternative OneI...
