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In the late 1990s, the Distilled Spirits Council of the United States voted to lift its voluntary ban on advertising “hard” liquor on television and radio, a self imposed ban that had been in effect for nearly a half-century. In your opinion, what are the arguments on both sides of the issue regarding the removal of this ban? If you were an executive employed by the Distilled Spirits Council, would you have urged a return to the airways? Is this return to advertising distilled spirits via electronic media unethical or, alternatively, is it a matter of a gutsy business decision by the Distilled Spirits Council that was long overdue? 2. Some consumers are more concerned about the physical environment than others. Provide a specific profile of what in your opinion would be the socioeconomic and psychographic (i.e., lifestyle) characteristics of the “environmentally concerned” consumer.


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