Nelson Jon P, Young Douglas J
Department of Economics, Pennsylvania State University, University Park, PA 16803, USA.
Health Econ. 2008 Apr;17(4):551-6. doi: 10.1002/hec.1273.
In this paper, we study the effects of youth readership, price of advertisements, and audience size on alcohol advertising in 35 major magazines. The regressions also account for readership demographics (adult reader age, income, gender, race), magazine characteristics (newsstand sales, number of annual issues), and type of beverage (beer, wine, spirits). Using count data models, the results indicate significant effects for price, audience size, and adult demographics, but fail to support claims that alcohol advertisers target adolescent readers.
在本文中，我们研究了35种主要杂志的青年读者群、广告价格和受众规模对酒精饮料广告的影响。回归分析还考虑了读者的人口统计学特征（成年读者的年龄、收入、性别、种族）、杂志特征（报摊销量、年发行量）以及饮料类型（啤酒、葡萄酒、烈酒）。使用计数数据模型，结果表明价格、受众规模和成年人口统计学特征有显著影响，但未能支持酒精饮料广告商以青少年读者为目标受众的说法。
