I challenge the Snyder et al study1 examining alcohol advertising effects on drinking behaviors. The study refutes decades of very sophisticated advertising, marketing communication, and consumer behavior research. For example, during the past 50 years, researchers, globally, have not been able to demonstrate a direct and measurable effect of mass media advertising on consumer behavior except in certain instances of direct response–type appeals.
Schultz DE. Challenges to Study on Alcohol Advertising Effects on Youth Drinking. Arch Pediatr Adolesc Med. 2006;160(8):857. doi:10.1001/archpedi.160.8.857-a