To overcome this advertising failure and also to add another dimension to the generic form of advertising, agencies are now placing their products in programs where consumers have a pre-disposition of such situational characteristics like lighting, music, settings and characters. ... So those heavily exposed to advertising were more apt to recall brands, have specific knowledge of product features, be more positive about drinking and drinkers, approve of drinking, buy and consume more beer, liquor and to a lesser degree wine, expect to consume more of all three types of beverages in the future...

• Word Count: 2869
• Approx Pages: 11
• Grade Level: Undergraduate