As the cartoon below suggests, there are perceptions about alcohol consumption. Such perceptions can lead to the creation of clever advertising campaigns.
But, and there is so often a but, knowing the facts can enable more effective advertising.
You could assume that targeting the top wealth decile for alcohol advertising could be effective. And it may well be, but noticeably more of those in the Australian top wealth decile have never drunk alcohol. So that if alcohol advertising were to be directed to the top wealth decile specifically, there are fewer potential customers than in any other wealth decile, as the graph show.
Thus, knowing the facts can enable more directed and so effective advertising. And if you want to know the facts about your market, use this link to contact Philip Derham –
https://www.derhamresearch.com.au/contacting-us/
