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Alcohol Advertising and PromotionThe alcohol industry has a public responsibility relating to the marketing of its product, thatresponsibility can be fulfilled through products and advertising design and placement that meet

these criteria. These tools should be utilized in the most appropriate combination,considering all circumstances, to provide the requisite support to the seller. Responsiblepromotion practices to make sure that teen can't buy alcohol from their stores, and theycan serve as a source of information to reduce the possibility that alcohol legally sold toan adult will end up in a teenager's hands.Responsible promotion practices are ke y to preventing illegal alcohol sales. But ittakes more than just telling your staff not to sell to minors. Responsible retailers needspecific policies, backed up by training and accountability that enable staff to say, "If Isell to you, I'll lose my job.For this avoid all those media where messages goes to masses like radio,magazine,billboards,t.v.The content should be carefully planned direct content that affect companyshows that it is ethically weak.Because of their reach and potential impact, the entertainment and media industries have a

responsibility to the public in the way they choose to depict alcohol use, especially by thoseunder the age of 21, in motion pictures, television programming, music, and video games. Thatresponsibility can be fulfilled by creating and distributing entertainment that:

Does not glamorize underage alcohol use.

Does not present any form of underage drinking in a favorable light, especially whenentertainment products are targeted toward underage audiences or likely to be viewed orheard by them.

Seeks to present a balanced portrayal of alcohol use, including its attendant risks.

Avoids gratuitous portrayals of alcohol use in motion pictures and television shows thattarget children as a major audience. This is important because children's expectationstoward alcohol and its use are, in part, based on what they see on the screen.

Promotion message is do not design as target underage drinking on college campuses,institutions of higher education should examine use by their students and the extent to whichthey may directly or indirectly encourage, support, or facilitate underage alcohol use. Collegesand universities can change a campus culture that contributes to underage alcohol use. Somemeasures to consider are to:

Eliminate alcohol sponsorship of athletic events and other campus social activities.

A number of promotion strategies adopt can contribute to a culture that discourages adults fromproviding alcohol to minors and that supports an adolescent's decision not to drink. Trends inyouth alcohol consumption in order to develop and evaluate prevention strategies:

Conduct ongoing public health surveillance on the type(s) of alcohol and the quantityand frequency with which they are used by age.

Conduct ongoing, independent monitoring of alcohol marketing to youth to ensurecompliance with advertising standards.

Content of advertising1. Target audience:

25 + mature.

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Foreign embassy. Private foreigners. Living in a social elite class. Christian community. Non-Muslim community. Cocktail bars.

Upper income group probably married education. Posh localities of urban cities.

2. Selection of media:

Never use mass-media. Personal selling. Direct mailing. Word of mouth. Telephonic. Catalogs will be mailed to targets market or may be followed by personal visit.

3. Theme of the advertising: Theme of the advertising should not be that present or project very clear message. Attracts or influence more people towards the product.

Post information about the legal age of purchase and express the importance ofpreventing teen access to alcohol.

No alcohol product is designed or advertised to disproportionately appeal to youth or toinfluence youth by sending the message that its consumption is an appropriate way forminors to learn to drink or that any form of alcohol is acceptable for drinking by thoseunder the age of 21.

The content and design of industry Web sites and Internet alcohol advertising do notespecially attract or appeal to adolescents or others under the legal drinking age.

Does not portray alcohol as an appropriate rite of passage from childhood to adulthoodor as an essential element in achieving popularity, social success, or a fulfilling life.

Do not disproportionately expose youth to messages about alcohol.

Dont market to youth. Alcohol products should not be displayed in an area that

contains products likely to be purchased by youth, such as sodas, snack foods orenergy drinksespecially since some alcohol products can look like non-alcoholicdrinks. Dont display youth-oriented advertising for alcohol products in your store. Freeproduct sampling may be inappropriate if youth are permitted in the store. Dontadvertise alcohol products in college or high school publications, or outdoors nearschools or playgroundsMost importantly: Responsible promotion is a management responsibility. Everyaspect of responsible sales and service of alcohol imposes a responsibility on

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management to oversee and respond.

Distribution plan

We use selective distribution: Only in main places or cities like Lahore, Karachi, and Islamabad etc. Posh localities of urban cities.

1. Mode of distribution:Delivery system.

2. Train staff and management on the alcohol sales policy.All staff should be fully trained Before being permitted to sell alcohol. Training should include:

Information on the risks of underage use of alcohol products; Pertinent local and country laws; Every aspect of the store policies identified.

Roll-playing on how to request an ID and deny a sale in a non-confrontational manner. Program registers to recognize age-restricted product sales and prompt cashiers to

require ID.

3. Control system of delivery:

The control systems in place for delivering alcohol productspurchased andpaid for in advance must include a verification mechanism to ensure thatalcohol is not being sold anddelivered to persons less than 18 years of ageand sell only to the required target market.

.4. Keep records:Document customer, and law enforcement compliance checks. Results of mystery shopinspections, compliance checks and disciplinary actions should be placed in the personnelrecords of staff. Appoint a high-level employee to oversee the stores compliance with lawsconcerning the sale and marketing of age-restricted products and these Recommended Practices.

5. Most importantly: Responsible Retailing is a management responsibility:Every aspect of responsible sales and service of alcohol imposes a responsibility on managementto oversee and respond. Dont serve alcohol to teens. Its unsafe. It's illegal. It's irresponsible