Sex Sales

Date: Friday, November 2, 2007
Time: 8:22 PM
Place: DeVry Lab

Today I had to post responses on an online threaded discussion for my Marketing class. The question is "There is an old adage in marketing that “sex, children and animals sell.”But is it o.k. to use women as sex objects to lure beer drinkers?"
My response is:
Absolutley! Most beer marketers have adopted the marketing concept & more specifically selective relationship management. Their very profitable target market is "low to moderatley educated young males, blue collar, and moderate income." Ads of sexy women appeal to their target market. An interesting presentation on trends in beer sales ishttp://www.progressivegrocer.com/progressivegrocer/profitguides/beer/images/pdf/Beer_Industry_Overview.pdfIf beer marketers approach the societal marketing concept, then sales would definitley drop. Ditching sexy women in advertising is like mass marketing.Another reason to not go for the societal strategy is that beer is unhealthy. Although many beer companies boast that they ID buyers, "for every responsibility ad that aired in 2002 there were 226 alcohol related ads"."http://www.beersoaksamerica.org/responsibility.htmThese alcohol realted ads contibute to underage drinking (sales) and also produces high customer equity. When the underage become of age, they will be valuable customers.