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Alcohol marketers have two reasons to feel good about the findings of a new academic study on advertising impact.
For one, their money seems to be well spent on generating new or loyal customers. But at the same time, their ads don't seem to be turning America into a nation of drunks.
A new study from the University of Texas at Austin, led by advertising professor Gary Wilcox, suggests ads have little impact on how much wine, beer or liquor people consume.
The study looked at alcohol sales between 1971 and 2011 and found that during the 40-year time frame, per capita consumption remained relatively unchanged.