Critically discuss the concept of alcohol marketing in relation to integrated marketing communications. Then consider how the various advertising methods that you know (such as traditional advertising, price, promotions, direct marketing, social media, sponsorship and etc.) can impact on young people’s drinking behaviour. You need to illustrate how the key IMC principles can be applied to alcohol marketing and drinking. It is necessary to first provide a short overview of the marketing communications, before the integration of the mix elements and alcohol marketing can be discussed further.
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