Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition by George Belch,Michael Belch

Exercise 7

IMC Perspective 20-1 discusses the battle that marketers of hard liquor have waged to advertise on television and the broadcast networks in particular. Do you agree with the DISCUS argument that advertising for hard liquor should be treated the same as advertising for beer and wine? Should advertising for spirits be confined to late-night programs on the networks or should the ads be permitted to run earlier in the evening as well?