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Evaluating alternatives to support social marketing: a framework for alcohol control policy development

Author

Listed:
  • Jaco van Tonder

    (Stellenbosch University)

  • Frikkie J. Herbst

    (Stellenbosch University)

  • Marlize Terblanche-Smit

    (Stellenbosch University)

Abstract

Even when the harmful consumption of alcohol causes nearly 4% of deaths globally, the fight against alcohol abuse remains a low priority in public policy. To address the rising alcohol abuse problem in South Africa, several control policies are under review, one being a proposed ban on alcohol advertising. The purpose of this study is to evaluate alternative policies to address alcohol abuse and support social marketing campaigns. At this purpose, data from several countries were analysed and a policy strength framework was developed. The findings indicate that alcohol control policies which influence the availability and affordability of alcohol are most effective in reducing per capita consumption and related harm.

Suggested Citation

  • Jaco van Tonder & Frikkie J. Herbst & Marlize Terblanche-Smit, 2013. "Evaluating alternatives to support social marketing: a framework for alcohol control policy development," Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), Revista Internacional de Gestión del Conocimiento y la Tecnología (GECONTEC), vol. 1(3), pages 1-14, December.
    • Handle: RePEc:rge:journl:v:1:y:2013:i:3:p:1-14
    as

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    More about this item

    Keywords

    social marketing; alcohol abuse; alcohol advertising; alcohol control policies;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • O3 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O32 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Management of Technological Innovation and R&D
    • D8 - Microeconomics - - Information, Knowledge, and Uncertainty
    • D81 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Criteria for Decision-Making under Risk and Uncertainty

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