Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey (Contributions to the Study of Mass Media and Communications)

'œFisher's conclusions are clear and solid and do not go beyond the data or the methods. He succinctly puts the question of advertising into perspective: when it comes to fighting for brand shares, advertising money is well spent, but if used to try to make people drink or drink abusively, advertising money is wasted....Fisher presents a fair and balanced analysis of the power and limitations of advertising. Moreover, he has 'developed a profound respect for consumers (who)...know their own minds and act accordingly.' I hope this excellent book will open the closed minds of those who see only what they want to see. If you seek the truth, read this book.'' The New England Journal of MedicineJoseph C. Fisher is the author of 'Advertising, Alcohol Consumption, and Abuse: A Worldwide Survey (Contributions to the Study of Mass Media and Communications)', published 1993 under ISBN 9780313289590 and ISBN 031328959X.