Related Experiment Videos
Public Health and the Four P's of Marketing: Alcohol as a Fundamental Example
Cassandra Greisen1, Elyse R Grossman1, Michael Siegel1
1Cassandra Greisen, M.P.A., is a Manager of Public Policy at the National Alcohol Beverage Control Association. Elyse R. Grossman, J.D., Ph.D., is a Policy Fellow at the Johns Hopkins Bloomberg School of Public Health and a Legal Policy Analyst at The CDM Group, Inc. Michael Siegel, M.D., M.P.H., is a Professor in the Department of Community Health Sciences at Boston University School of Public Health. Mellissa Sager, J.D., is a Senior Staff Attorney at the Network for Public Health Law - Eastern Region.
Abstract:
This article examines how public health addresses alcohol use through marketing - place, product, promotion, and price. The article reviews current product trends and how restrictions on certain products designs may reduce youth consumption; how product availability may be restricted through zoning; and the current advertising landscape.