Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 13

In the late 1990s, the Distilled Spirits Council of the United States voted to lift its voluntary ban on advertising "hard" liquor on television and radio, a self imposed ban that had been in effect for nearly a half century. In your opinion, what are the arguments on both sides of the issue regarding the removal of this ban If you were an executive the Distilled Spirits Council employed, would you have urged a return to the airways Is this return to advertising distilled spirits via electronic media unethical or, alternatively, is it a matter of a gutsy business decision by the Distilled Spirits Council that was long overdue