cover 5P for print.

pdf

CM

MY

CY

CMY

2/26/59 BE

3:03 AM

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 :
5P
ISBN 978-616-407-016-5
:

| Center for Alcohol Studies

10330
/ 0-2218-6299
08-6309-5570, 08-5357-7170
Email : contactcas.th@gmail.com
Website : www.cas.or.th

: N.kantaobhas
2559
:

0.indd 2

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5P

0.indd 3

2/26/2559 BE 9:04 AM

2
.. 2556 .. 2558
3

10

7 1

4P
(product price place promotion)

persuasion 5P
2-6
P 2 (product)
3 (price) 4
(place) 5
(promotion) 6 (persuasion)

7
2-6

0.indd 4

2/26/2559 BE 9:04 AM

2559

0.indd 5

2/26/2559 BE 9:04 AM

1 5P

2

(P1: Product)
3

(P2: Price)
4

(P3: Place)
5



(P4: Promotion)
6

(P5: Persuasion)

7 5P

0.indd 6

1
33
57
85
115
143
177
191

2/26/2559 BE 9:04 AM

0.indd 7

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5P

0.indd 8

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 1
5P

5P
1-2.indd 1

1
2/26/2559 BE 9:08 AM

(stakeholders)

2 (1)
(supplyside policy)
2
1-2.indd 2

5P
2/26/2559 BE 9:08 AM




4P (product price place promotion)
(2) (demand side
policy)
(persuasion)

1.1 :

.. 2557

15 17.7
32.3 29.9
54.51 7.2
13.2 (
12 ) [1]
5P
1-2.indd 3

3
2/26/2559 BE 9:08 AM



53
12
13
4
( 25-59 )
12 37.9
( 15-24 ) 25.2 ( 60
) 17.5 [1]


.. 2547 - 2557
/

23.9 .. 2547 25.2 .. 2557

1.3 [1]

12-22
.. 2552
3053
1-2
6 6

118.35
61.95

[2]
4
1-2.indd 4

5P
2/26/2559 BE 9:08 AM

[3]
/
(negative externalities)

[3-4]

16.2 ( 8
)
.. 2549 - 2556

5P
1-2.indd 5

5
2/26/2559 BE 9:08 AM


.. 2557 [5-6]

12 2
7 ( 27
2556 - 2 2557 11 - 17
2557) ( 12 - 18
2557 11 - 17 2557)

2


2.42
( 18.58 35.36
) 2.79
( 15.52 30.81
)

1.25
1.69
1.37
1.85


(social cost)
(
)

6
1-2.indd 6

5P
2/26/2559 BE 9:08 AM

 .. 2554
8.9 1.08
(GDP) [7]

5P
1-2.indd 7

7
2/26/2559 BE 9:08 AM


(social cost calculation)

1) (1)
(healthcare cost attributable to alcohol consumption)

(2)
(justice system cost attributable to
alcohol consumption)

(3)

2) (1)

(lost productivity attributable to alcohol
consumption: premature deaths) (2)

(lost productivity attributable to alcohol consumption: absenteeism and presenteeism)

: (2558) [7]

8
1-2.indd 8

5P
2/26/2559 BE 9:08 AM

1.2

[3]

/ (cost)
(benefit)

(legitimacy)

(
)
(market failure)

(consumer protection)
[8]

(social welfare maximizer)




5P
1-2.indd 9

9
2/26/2559 BE 9:08 AM

 ()
() (
) (
)

[8]

(ethical principles)
(objective utilitarianism) [8]
()



( )

(rights infringement)
(1)


(liberalism) [8]
1

10
1-2.indd 10

5P
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(negative rights)

(subjective)

(
)






5P
1-2.indd 11

11
2/26/2559 BE 9:08 AM

(state failure)
[8]

(conflict of interest)

12
1-2.indd 12

5P
2/26/2559 BE 9:08 AM

 -

- ()




(self-regulation)

( )

(responsible drinking)
:

40
[9]
(social aspects organizations)


[10-11]
International Center for Alcohol Policy (ICAP)
( .. 2557 ICAP
GAPG (Global Alcohol Producers Group) International Alliance for Responsible Drinking (IARD) [12])
5P
1-2.indd 13

13
2/26/2559 BE 9:08 AM

[13]

[14]

87

(
2,550 )
95

14
1-2.indd 14

5P
2/26/2559 BE 9:08 AM


[14]

[9]

[14]

[9]
[15]





[14]

[10]
5P
1-2.indd 15

15
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.. 2557

[16]

[14]

[14]


16
1-2.indd 16

5P
2/26/2559 BE 9:08 AM

( )

()
[11] [17]



(conflict of interest)

1.3

2


(1)
(preference)
5P
1-2.indd 17

17
2/26/2559 BE 9:08 AM

[ 3 ]
(2)

(1)





[18-19]
(2)

(alcohol availability)
3

(2.1) (physical availability/public availability)



[20-21]
18
1-2.indd 18

5P
2/26/2559 BE 9:08 AM

 (2.2) (economic availability/ retail availability/ commercial availability)

(affordability) [20-21]

(2.3) (social availability)



(sociability)
(psychological availability)


( ) [ 2 0 - 2 1 ]

(marketing theory) [19]

4P product price place promotion P
[22]
Product





Price

5P
1-2.indd 19

19
2/26/2559 BE 9:08 AM



Place



Promotion

(sponsorship)



(product)

(price)
(place)


(promotion)

4P
Marketing Mix 4P P

product price
place promotion

20
1-2.indd 20

5P
2/26/2559 BE 9:08 AM

 1.1

Product
Price
Place
Promotion

/
(Preference)

: Birckmayer et al. (2004) [18]

5P
1-2.indd 21

21
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 : antidote 4P

antidote

4P
4P
()
[8]

(1)(regulation)

(coercion)


(2) (persuasion)




(regulation)

(product)

(price) /
(place)

(promotion) 4P
[19] (physical availability)
(economic availability)
(social availability)

22
1-2.indd 22

5P
2/26/2559 BE 9:08 AM



7

(provide information to consumers) /


2
(restrict who can buy and who can sell)
18
20


3 (restrict what can be sold)


4 /
(require healthy behavior)


5
(improve efficiency and pricing mechanisms)

6
(enforce market rules, counter monopolies and
limit excess capacity)
(monopoly)

7 (enhance equity)

: Roberts et al. (2008) [8]

5P
1-2.indd 23

23
2/26/2559 BE 9:08 AM



(persuasion)



(preference)

1.4

1.2 1.1

product price place promotion
persuasion 5P

()

5P
1.2

24
1-2.indd 24

5P
2/26/2559 BE 9:08 AM

 1.2 : 5P

(Regulation)
Product Price Place Promotion

Product
Price
Place
Promotion

()

/
(Preference)

(Persuasion)

()

: Birckmayer et al. (2004) [18]

5P
1-2.indd 25

25
2/26/2559 BE 9:08 AM


5P
7 1

4P (product price place promotion)

persuasion
5P 2-6 P
1 2
(product) 3 (price)
4 (place) 5
(promotion) 6
(persuasion)

7 2-6

26
1-2.indd 26

5P
2/26/2559 BE 9:08 AM

[1] , , ,
, .
.. 2558.
. 2558.
[2] .

. 2554.
[3] , .
: .
. 2557.
[4] , , .
:
. ; 8
(2). 111-119. 2557.
[5] , ,
.

.. 2557. . 2557.
[6] , ,
.
5P
1-2.indd 27

27
2/26/2559 BE 9:08 AM


.. 2557. . 2557.
[7] .
:
. . 2558.
[8]Roberts, M. J., Hsiao, W., Berman, P., and Reich, M. R.
Getting Health Reform Right. Oxford University Press. 2008.
[9]Barry,
A.
A
Theory-BasedCommentary on the
Hypothesized Impact of Alcohol Industry-Sponsored
Responsible Drinking Campaigns. The Health Education
Monograph Series; 24 (2). 1-3. 2007.
[10] Pantani, D., Sparks, R., Sanchez, Z. M., and
Pinsky, I. Responsible Drinking Programs and the Alcohol
Industry in Brazil: Killing Two Birds with One Stone?. Social
Science & Medicine; 75 (8). 1387-1391. 2012.
[11] Munro, G. An Addiction Agencys Collaboration with the
Drinks Industry: Moo Joose as a Case Study. Addiction; 99.
1370-1374. 2004.
[12] The Corporate Social Responsibility Newswire. Worlds
Leading Producers of Beer, Wine, and Spirits Launch International Alliance for Responsible Drinking (IARD). Retrieved from
28
1-2.indd 28

5P
2/26/2559 BE 9:08 AM

website: http://www.csrwire.com/press_releases/37437-World-s-Leading-Producers-of-Beer-Wine-and-Spirits-Launch-International-Alliance-for-Responsible-Drinking-IARD-.
[13]Jernigan, D. H. Global Alcohol Producers, Science, and
Policy: The Case of the International Center for Alcohol
Policies. American Journal of Public Health; 102 (1). 80-89.
2012.
[14]Smith, K., Cukier, S., and Jernigan, D. H. Defining
Strategies for Promoting Product through Drink Responsibly
Messages in Magazine Ads for Beer, Spirits and Alcopops.
Drug and Alcohol Dependence; 142. 168-173. 2014.
[15]Snyder, L., Milici, F., Slater, M., Sun, H., and Strizhakova,
Y. Effects of Alcohol Advertising Exposure on Drinking Among
Youth. Archives of Pediatrics & Adolescent Medicine; 160 (1).
18-24. 2006.
[16] .
.
. 2557.
[17]Wolburg, J. How responsible are responsible
drinking campaigns for preventing alcohol abuse?. Journal of
Consumer Marketing; 22 (4). 176-177. 2005.

5P
1-2.indd 29

29
2/26/2559 BE 9:08 AM

[18] Birckmayer, J. D., Holder, H. D., Yacoubian, Jr. G. S.,

and Friend, K. B. A General Causal Model to Guide Alcohol,
Tobacco, and Illicit Drug Prevention: Assessing the Research
Evidence. Journal of Drug Education; 34 (2). 121-153. 2004.
[19] Jernigan, D. H. Evidence-based Alcohol Policy Advocacy.
. 2557.
[20] Rabow, J., Schwartz, C., Stevens, S., and Watts, R. K.
Social Psychological Dimensions of Alcohol Availability: The
Relationship of Perceived Social Obligations, Price Considerations, and Energy Expended to the Frequency, Amount, and
Type of Alcoholic Beverage Consumed. International Journal
of the Addictions; 17 (8). 1259-1271. 1982.
[21] Grover, P. L. Preventing Problems Related to Alcohol Availability: Environmental Approaches. Practitioners Guide.
Publication No. (ADP) 00-6787, Department of Health and
Human Services - State of California. (Non-dated).
[22] Waterschoot, W., and Bulte, C. The 4P Classification of
the Marketing Mix Revisited. Journal of Marketing; 56 (4).
83-93. 1992.

30
1-2.indd 30

5P
2/26/2559 BE 9:08 AM

 5P
1-2.indd 31

31
2/26/2559 BE 9:08 AM

P1

Product

32
1-2.indd 32

5P
2/26/2559 BE 9:08 AM

P1: Product

P1: Product

(supply side policy)

2.1

P1
(product)

/

( )

[1]
P1: Product
1-2.indd 33

33
2/26/2559 BE 9:08 AM





[1-2]



[1]
( export
) (

)
(



)

[1] [3-5]

34
1-2.indd 34

5P
2/26/2559 BE 9:08 AM

2.2

.. 2551 26


[1]

(1)



(2)

2
.. 25581
2
..2558 ( 8 2558)
1

2

(1)




P1: Product
1-2.indd 35

35
2/26/2559 BE 9:08 AM






.. 2558 [1]

3

(1) 20

(2)


(3) 20

()

()

()



()

(2)


3 2 (2)

(1)

(2)

(3)

(4)

(5)

(6)

36
1-2.indd 36

5P
2/26/2559 BE 9:08 AM

 20

2.3

2


( )

[1] [6-7]



P1: Product
1-2.indd 37

37
2/26/2559 BE 9:08 AM


()
[6]




[6]

[6]
2.4 P1 (Product):

[6]

[1]

38
1-2.indd 38

5P
2/26/2559 BE 9:08 AM

[6]




[3]

P1: Product
1-2.indd 39

39
2/26/2559 BE 9:08 AM

Drink in moderation
Sale prohibited to persons under 18 years of age

Avoid the excessive consumption of alcohol

An excess of alcohol is harmful to youth health

Drinking alcohol is harmful to your health

Alcohol abuse is harmful to your health

Warning: The excessive consumption of alcohol limits your capacity to

operate machinery and can cause harm to your health and family
The sale of this product is prohibited for those younger than 18 years
old

The excessive consumption of this product is harmful to health and creates

addiction. Its sale is banned to those under 18 years of age

Drinking alcoholic beverages during pregnancy even in small quantities can

have grave/serious consequences for the health of the baby

Sales prohibited to persons under 18 years of age

( alcopops)

The excess consumption of this product is harmful to the consumers

health

Abuse of this product is hazardous to your health

Alcohol is not for children and teenagers up to age 18, pregnant &
nursing women, or for persons with diseases of the central nervous system,
kidneys, liver, and other digestive organs

Alcohol reduces driving ability, dont drink and drive

Dont drink and walk on the road, you may be killed
Alcohol increases your risk to personal injuries
Alcohol is a major cause of violence and crime
Alcohol abuse is dangerous to your health
Alcohol is addictive
Drinking during pregnancy can be harmful to your unborn baby

Excessive drinking endangers health

GOVERNMENT WARNING: (1) According to the Surgeon General, women

should not drink alcoholic beverages during pregnancy because of the risk
of birth defects. (2) Consumption of alcoholic beverages impairs your ability
to drive a car or operate machinery, and may cause health problems

*
40%

: (2558) [1] Stockwell (2006) [8]

40
1-2.indd 40

5P
2/26/2559 BE 9:08 AM






(pictogram)
1
:
Drinking alcoholic beverages during pregnancy
even in small quantities
can have grave/serious
consequences for the
health of the baby.

Foundation for Alcohol Research and Education (FARE)

5 ()

: FARE (n.d.): http://www.fare.org.au/wp-content/uploads/research/AER-Foundation-Policy-Position-Paper-Alchol-Health-Warning-Labels.pdf [9]

P1: Product
1-2.indd 41

41
2/26/2559 BE 9:08 AM

2 .. 2553
2558

.. 2553
4-6 5
1,512
[4]
.. 2558
1-3 5
1,945 [1]

()
2

()

4 .. 2553 6
42
1-2.indd 42

5P
2/26/2559 BE 9:08 AM

 .. 2558 3

.. 2553 2558 3

1:

2:

3:

P1: Product
1-2.indd 43

43
2/26/2559 BE 9:08 AM

 1:

2.1:
() ( 1)

2553

2558

4.5

95.5

1,512

44
1-2.indd 44

95

1,945

5P
2/26/2559 BE 9:08 AM

 2:

2.2:
() ( 2)

2553

2558

4.9

5.6

95.1

94.4

1,510

1,945

P1: Product
1-2.indd 45

45
2/26/2559 BE 9:08 AM

 3:

2.3:
() ( 3)

2553

2558

5.8

5.6

94.2

1,509

46
1-2.indd 46

94.4

1,945

5P
2/26/2559 BE 9:08 AM


2.4:

2553
4.2

2558
1.7

15.7

80.1

10.1

88.2

1,509

1,945

.. 2553 2558
(
) 95
( 1 2 3)

( 2.1-2.3 A1-A3
) .. 2558
/
()
93.5 94.2 94.0
P1: Product
1-2.indd 47

47
2/26/2559 BE 9:08 AM

 1 2 3 /
[1]





80.1 .. 2553 88.2 .. 2558
( 2.4 A4 )


()

.. 2553

.. 2557 - 2558



( )

(
) [1]
48
1-2.indd 48

5P
2/26/2559 BE 9:08 AM





.. 2553 2558
()
(.) .. 2557


() 15

P1: Product
1-2.indd 49

49
2/26/2559 BE 9:08 AM

 2.5:

:

2553

2558
4.0

10.4

8.6

13.9
34.9

41.5
45.9

40.7

1,508

1,945

.. 2553 2558 ( 2.5 A5

)

34.9 41.5
.. 2553 .. 2558
40.7 45.9 .. 2553 ..
2558 3 4

50
1-2.indd 50

5P
2/26/2559 BE 9:08 AM

 2.6: 15

:
(.) .. 2557

(1524 )

(25(60
60 )
)

16.83%

14.68%

18.84%

15.77%

16.70%

18.44%

18.88%

18.44%

12.70%

12.64%

12.80%

69.16%

70.87%

67.54%

70.71%

68.58%

69.71%

68.90%

66.29%

70.73%

70.88%

70.45%

9.93%

10.30%

9.58%

9.99%

10.41%

7.92%

8.70%

10.54%

11.76%

11.44%

12.31%

4.09%

4.15%

4.04%

3.52%

4.29%

3.92%

3.51%

4.73%

4.82%

5.03%

4.44%

()

20,787

9,518

11,269

2,490

13,727

4,570

11,323

2,980

6,484

4,218

2,266

:
1: D82 . .. 2557
Popfinalweight
2: D82 scale 0-10 (-
) 4 0
1-4 5-9
10

P1: Product
1-2.indd 51

51
2/26/2559 BE 9:08 AM



(.) .. 2557
15 20,787
( 2.6)


16.8 ()
69.2
85







(1)

(2)



(3)
( 80 )

52
1-2.indd 52

5P
2/26/2559 BE 9:08 AM

[1]

P1: Product
1-2.indd 53

53
2/26/2559 BE 9:08 AM

[1] .
(Pictorial Warning)
. . 2558.
[2] . -.
. 18 2556.
[3] , ,
, , .
.
; 21 (3). 436-448. 2555.
[4] .

. . 2553.
[5] , .
(Pictorial warning) .
. 2557.
[6] Thamarangsi, T., and Puangsuwan, A. Why Thailand should
have the pictorial warning label on alcoholic beverage packages. Thailand: Center for Alcohol Studies (CAS). 2010.

54
1-2.indd 54

5P
2/26/2559 BE 9:08 AM

[7] Mazis, M. B., Morris, L. A., and Swasy, J. L. An Evaluation

of the Alcohol Warning Label: Initial Survey Results. Journal
of Public Policy & Marketing; 10 (1). 229-241. 1991.
[8] Stockwell, T. A Review of Research into the Impacts of
Alcohol Warning Labels on Attitudes and Behaviour. Centre
for Addictions Research of British Columbia, Canada. Report
commissioned by Health Canada. 2006.
[9] Foundation for Alcohol Research and Education.
Retrieved from website: http://www.fare.org. au/wp-content/
uploads/research/AER-Foundation-Policy-Position-Paper-Alcohol-Health-Warning-Labels.pdf.

P1: Product
1-2.indd 55

55
2/26/2559 BE 9:08 AM

P2

Price

56
3.indd 56

5P
2/26/2559 BE 9:11 AM

P2: Price

P2: Price

(supply side policy)

3.1

(demand)
()

( l a w o f d e m a n d )
(ceteris paribus)
[1]
P2: Price
3.indd 57

57
2/26/2559 BE 9:11 AM





[2]


2
(ready-to-drink RTDs)



[2-4]




(best buy interventions)
(Global Status Report on NCDs 2010) [3]

[5]


(sales price)



[6]
58
3.indd 58

5P
2/26/2559 BE 9:11 AM

3 [3]

1)

31

2)
(externality)


(negative externality)

3
136,798 6.58
35.94 .. 2557

P2: Price
3.indd 59

59
2/26/2559 BE 9:11 AM



3) (distributional incidence)

(regressive distribution tax)

[7]
3.2

.. 2493
5

( )42
4 .. 2551


30

(1)

(2)

(3)

60
3.indd 60

5P
2/26/2559 BE 9:11 AM

[2] .. 2556


.. 2493 ( 7) 3 1)


2)
3)


(1)
()

(2)
3
2

(3)

.. 2556
3.1 (ad valorem tax)

(4)



(5)

(6)
P2: Price
3.indd 61

61
2/26/2559 BE 9:11 AM

 2 (specific tax) (unitary tax)

62
3.indd 62

5P
2/26/2559 BE 9:11 AM

 3.1:

(
)

*
(
)

60

48

()

*
()

300

155

()

30

2,000

1,000

300

225

2,000

1,000

300

225

1.
1.1
(1) 7

()
(2) 7
(1)

()

1.2
(1) 15

600

60

(2) 15

600

60

(3) 15
(1)
(2)

()
()
36

()
()

150

70

()

30

10

1.3 1.1 1.2

(1) 15

25

()
(2) 15
(1)

P2: Price
3.indd 63

63
2/26/2559 BE 9:11 AM

(
)

*
(
)

()

*
()

400

145

()

60

40

400

250

()

60

50

2.
2.1
(1) 40

50

()
(2) 40
(1)

50

25

()

2.2 2.1
(1) 45

()
2) 45
(1)

()

: , (2558) [2]
: * 2556

64
3.indd 64

5P
2/26/2559 BE 9:11 AM

3.3

(mixed
rate) (ad valorem rate)
(specific rate)





(
)

5

(real price)1

5 real price
(nominal price)

P2: Price
3.indd 65

65
2/26/2559 BE 9:11 AM


(nominal price)6 2
10
(
)

[2]
(real income)7

[3]



(mixed rate)




6 nominal price


7 real income
(nominal income)

66
3.indd 66

5P
2/26/2559 BE 9:11 AM


2
()

[2]

()

(tax rate anomaly) [8]

(specific tax)

(ad valorem tax)


P2: Price
3.indd 67

67
2/26/2559 BE 9:11 AM

[9]

(unitary alcohol tax rate) [10]

3.4

2

1)
(inelastic)

(price elasticity of demand)

68
3.indd 68

5P
2/26/2559 BE 9:11 AM


(law of demand)


-2
1 2
( 2)

3

(inelastic)
1
1 (
1)

(elastic)
1
1 (
1)

( u n i t e l a s t i c )
1 1
( 1)


.. 2548 - 2558


P2: Price
3.indd 69

69
2/26/2559 BE 9:11 AM

 -1
(absolute value) 1[11-21]

(inelastic demand)

[11-13] [17]

[22]

[20-21]

.. 2558 -0.057 -0.102
1
0.057 0.102 [21]


(inelastic demand)

[3] [21]
70
3.indd 70

5P
2/26/2559 BE 9:11 AM

[21]

2) (substitution)



(cross-price elasticity of demand)

2
1
2 ( 2)

(substitute goods) 2


1
P2: Price
3.indd 71

71
2/26/2559 BE 9:11 AM

 1 2
1

(complementary goods)
2
1
1 2 2



2

.. 2558
(RTDs)
[21]

(RTDs)
(substitution)

.. 2552

[20]


3,444
.. 2550 [19]
10
15.8

72
3.indd 72

5P
2/26/2559 BE 9:11 AM


[3]


()
[3]





[3] [21]

( ) (relative price)

[19-21]

[2]

P2: Price
3.indd 73

73
2/26/2559 BE 9:11 AM

3 . 5 P 2 ( P r i c e ) :

[2]


1)

74
3.indd 74

5P
2/26/2559 BE 9:11 AM

( )







2

P2: Price
3.indd 75

75
2/26/2559 BE 9:11 AM


2)

(exclusive)

3)

76
3.indd 76

5P
2/26/2559 BE 9:11 AM

4)

P2: Price
3.indd 77

77
2/26/2559 BE 9:11 AM

8

[3]

8 .. 2553
(unrecorded) 0.7
124
3.3 [19]

78
3.indd 78

5P
2/26/2559 BE 9:11 AM

 P2: Price
3.indd 79

79
2/26/2559 BE 9:11 AM

[1] Gans, J., King, S., Stonecash, R., and Mankiw, N. G. Principles of Economics. 6th Edition. Cengage Learning. 68. 2011.
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5P
2/26/2559 BE 9:11 AM

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P2: Price
3.indd 81

81
2/26/2559 BE 9:11 AM

[14] Collins, J. Grayson, A., and Johal, S. Econometric Analysis of Alcohol Consumption in the UK. HMRC Working Paper
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Agricultural Economics; 56 (9). 421-434. 2010.
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[19] , , ,
82
3.indd 82

5P
2/26/2559 BE 9:11 AM

 , ,
.

. . 2550.
[20] .
.
()
. 2553.
[21] , .

.
. 2558.
[22] sterberg, E. Pricing of Alcohol. Alcohol in the European
Union: Consumption, Harm and Policy Approaches. Copenhagen: WHO Regional Office for Europe. 96-102. 2012.

P2: Price
3.indd 83

83
2/26/2559 BE 9:11 AM

P3

Place

84
4.indd 84

5P
2/26/2559 BE 9:13 AM

P3: Place

P3: Place

(supply side policy)

(

)

4.1

P3: Place

(access)
P3: Place
4.indd 85

85
2/26/2559 BE 9:13 AM










(social aggregation)




[1]

86
4.indd 86

5P
2/26/2559 BE 9:13 AM

 4.1:

: Campbell et al. (2009) [1]

P3: Place
4.indd 87

87
2/26/2559 BE 9:13 AM

88

86

80
100
[2] 100

()

[1-2]

12-14 [3]


12-17
17-25
88
4.indd 88

5P
2/26/2559 BE 9:13 AM


(secondhand effects)
[4-5]
[6] [7-9]

.. 2552

1.10-1.53

1
2

[10]

P3: Place
4.indd 89

89
2/26/2559 BE 9:13 AM

[7] [11]
4.2

- 253 16
.. 2515 (11.00 14.00.
17.00 24.00 .)

- .. 2551
27 ()

- .. 2551
28 (/)

- .. 2551
29 ()

- .. 2551
30 ()

- .. 2551
31 ()

-
90
4.indd 90

5P
2/26/2559 BE 9:13 AM


.. 2553

-
.. 2555

-

.. 2555

-
.. 2555

-

.. 2556

-
.. 2558

-
..
2558

-
..
2558

-

.. 2558

-
( 3) ..2558 (

)
P3: Place
4.indd 91

91
2/26/2559 BE 9:13 AM


-
.. 2558 ( 11.00
14.00 . 17.00 24.00 .
)

- 22/2558
(
)


/
/
(

20


11.00 14.00 . 17.00 24.00 .



92
4.indd 92

5P
2/26/2559 BE 9:13 AM

4.1
:

**

***

+++

+++

++

+++

+++

++

++

++

++

++

+++

++

++

++

+++

++

+++

++

++

+++

++

: Babor, et al. (2010) [12]

: *
+ ++ +++


**
+ 1-2 ++
+++

*** +
2 ++ +++

P3: Place
4.indd 93

93
2/26/2559 BE 9:13 AM

4.3

1)

- 4
4

.. 2555 20
98.7
99.1
99.9
[13]

-
2
.. 2556



94
4.indd 94

5P
2/26/2559 BE 9:13 AM

20

45.3
55.8

20
[14]

-

2553 - 2554
1
55
96.2
89.1

[15]

P3: Place
4.indd 95

95
2/26/2559 BE 9:13 AM



(music sponsorship)

.. 2557
( 90)

66
63

[16]



(1) 30 (3) (4) (5)
.. 2551

(

) (2) 32
.. 2551


.. 2553 2 3



96
4.indd 96

5P
2/26/2559 BE 9:13 AM


[16]

2)

4.2 .. 2557

6
( 15-24 ) 1 107 16

(
.. 2555 100 10,000
[17] )

P3: Place
4.indd 97

97
2/26/2559 BE 9:13 AM

 4.2:
.. 2540 - 2557

( 15-24 )

2540

484,082

119

23

2541

490,704

118

22

2542

489,316

120

22

2543

481,235

122

22

2544

492,921

120

21

2545

511,678

117

20

2546

512,887

117

19

2547

548,047

110

18

2548

582,712

105

16

2549

513,451

120

19

2550

532,194

116

18

2551

519,321

119

18

2552

589,835

105

16

2553

574,357

109

16

2554

602,211

105

16

2555

604,495

106

16

2556

718,330

89

13

2557

591,556

107

16

: 2556 [18]
9 2558
18 2557

98
4.indd 98

5P
2/26/2559 BE 9:13 AM




/
.. 2556
(
) 38,010
[19] 5

.. 2552 35,787 6
[20]

.. 2552
4.5
324 [10]
3)

.. 2552 2557 2

P3: Place
4.indd 99

99
2/26/2559 BE 9:13 AM


15
.. 2552
500
1,712 114 [23]
.. 2557
15
500 2,869
191
.. 2552
( 11 )
72 5
14 [21]

..
2552 1,056 135
1 ( 276.94 )
.. 2554 1,008 137
1 ( 282.43 )
.. 2557 1,244 108
1 ( 249.40 )
58

.. 2552 500
81 .. 2554 80
.. 2557 229 ( 49)
100
4.indd 100

5P
2/26/2559 BE 9:13 AM

 186
3 [22]

500
4.3:
.. 2557 [21-22]

100

200

300

400

500

624

1,156

1,719

2,308

2,869

153

234

385

583

747

15

44

48

79

105

()

18

59

88

134

166

15

50

76

94

131

(
)

21

57

114

143

182

37

61

90

128

171

28

65

128

187

229

65

96

123

144

178

35

63

115

159

187

38

56

97

129

165

()

90

156

180

200

223

21

33

39

41

45

()

35

72

83

91

108

20

53

75

94

115

()

33

57

78

102

117

60

119

169

206

229

P3: Place
4.indd 101

101
2/26/2559 BE 9:13 AM

.. 2557
( 4.3)
100 200 300 400
500
624
1,156 1,719 2,308 2,869
60 119 169
206 229

4.3

500 100
100
20
100 624
22 500
200 1,156
40 100
18 ( 40 22)

102
4.indd 102

5P
2/26/2559 BE 9:13 AM

4.4 P3 (Place):

[17]

4
(1) (2)
(3)
(4)

P3: Place 103
4.indd 103

2/26/2559 BE 9:13 AM

1 450
( 4 )
4 (
)

[17]

4
(1) (2)
(3)
(4)
4



104
4.indd 104

5P
2/26/2559 BE 9:13 AM

( 1)

Level 2 Award for

Personal License Holders (APLH)

P3: Place
4.indd 105

105
2/26/2559 BE 9:13 AM

7
.. 2493

1

5


6

7


7 2

(1) ( 1
2)

(2)


(2.1) ( 3
4 7)


(2.2) ( 5
6)
106
4.indd 106

5P
2/26/2559 BE 9:13 AM

1)

2)

(
)
.. 2493
P3: Place
4.indd 107

107
2/26/2559 BE 9:13 AM

 .. 2551

3)

108
4.indd 108

5P
2/26/2559 BE 9:13 AM

 P3: Place
4.indd 109

109
2/26/2559 BE 9:13 AM

[1] Campbell, C. A., Hahn, R. A., Elder, R., Brewer, R., Chattopadhyay, S., Fielding, J., Naimi, T. S., Toomey, T., Lawrence,
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T., Zimmerman, M., Chermack. S. T., Blow, F. C., and Cunningham, R. M. Alcohol Availability and Violence among Inner-City
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5P
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Casswell, S. Density of Alcohol Outlets and Teenage Drinking:

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P3: Place
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. . 2553.
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[13] , ,
.
. . 2555.
[14] , ,
.
. . 2557.
[15] , , ,
, .

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. 2556.
[16] .
.
. 2557.
112
4.indd 112

5P
2/26/2559 BE 9:13 AM

[17] , , ,
. . . 2557.
[18] , .
2556.
. 2556.
[19] . ()
2548-2556.
3 2558. : http://service.nso.go.th/nso/
web/statseries/statseries06.html.
[20] , .
2551-2553. .
2554.
[21] .
.
. 2558.
[22] .
:
. . 2558.
[23] .
. .
2552.
P3: Place
4.indd 113

113
2/26/2559 BE 9:13 AM

P4

Promotion

114
5.indd 114

5P
2/26/2559 BE 9:16 AM

P4: Promotion

P4: Promotion


(supply side policy)

5.1

P4: Promotion


[1]

[2]
P4: Promotion 115
5.indd 115

2/26/2559 BE 9:16 AM




()

.. 2543
20
280 [2]
.. 2546 - 2549 10
2

() [1]



(longitudinal study) 14

[1] ..
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[3]
116
5.indd 116

5P
2/26/2559 BE 9:16 AM



(
)


[1]





[1]

(state regulation)
(co-regulation)
(self-regulation)




(total advertising ban)

(partial advertising ban)

[1]

P4: Promotion
5.indd 117

117
2/26/2559 BE 9:16 AM


.. 2551
5.2

29 ..
2546 [4]
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.. 2551
30 ()

.. 2551
32 ()


..
2553

.. 2557


.. 2558

32
.. 2551

118
5.indd 118

5P
2/26/2559 BE 9:16 AM

[5]



22.00 . - 05.00 . [6]
5.3

.. 2551







(1)

(2)

P4: Promotion
5.indd 119

119
2/26/2559 BE 9:16 AM

event sport marketing music
marketing

CSR

(1)
(digital engagement)

(viral marketing)

(relatability)

(2)
CSR
120
5.indd 120

5P
2/26/2559 BE 9:16 AM

 CSR

P4: Promotion
5.indd 121

121
2/26/2559 BE 9:16 AM


.. 2545 2555

3,000.0
2,500.0
2,000.0
1,500.0
1,000.0
500.0
0.0
2545 2546 2547 2548 2549 2550 2551 2552 2553 2554 2555

: AC Nielsen Thailand

122
5.indd 122

2/26/2559 BE 9:16 AM

5.4 :

.. 2551

[7-8]



[9]
(Facebook)
9 3
28 42

53 (Instagram) 1.7
(Twitter) 4.5 .. 2556
(Youtube) 2.98 [9]

.. 2555
2,900 7

48

[7]


P4: Promotion
5.indd 123

123
2/26/2559 BE 9:16 AM

 [7] [10-11]
:

24



[8]
2

[7]
15
Socialbaker
Zocialrank .. 2556
.. 2557
15

945 931 817

[8]
15-24
.. 2554
()
100

124
5.indd 124

5P
2/26/2559 BE 9:16 AM



67
66
60
60
60
57

(
4P) [9]

1)

P4: Promotion
5.indd 125

125
2/26/2559 BE 9:16 AM




(limited edition)





2)

tag
tag

3)

4)



126
5.indd 126

5P
2/26/2559 BE 9:16 AM

P4: Promotion
5.indd 127

127
2/26/2559 BE 9:16 AM

 5.1:

: (2557) [11]

128
5.indd 128

5P
2/26/2559 BE 9:16 AM


.. 2551

5.00
. - 22.00 . [6]
24



[10]


10 [7]
.. 2556 100
30,000

.. 2551 1
11-17 2557 2 11-17
2557 3 11-17 2557

10 9
70


P4: Promotion
5.indd 129

129
2/26/2559 BE 9:16 AM


30

(#)
[11]
5.5 CSR CSR

(Corporate Social Responsibility: CSR)

[4] [12]

(.. 2540 - 2545) CSR
56
(.. 2546 - 2551) CSR 407
7 [4]

CSR




130
5.indd 130

5P
2/26/2559 BE 9:16 AM

CSR


[10]
CSR

[9]
CSR 4
(1) (2)
(3)
(4)
CSR
/





[10]

P4: Promotion
5.indd 131

131
2/26/2559 BE 9:16 AM

 [10]



[10]


[12-13]
[13]

[9]





.. 2543 [14] [15]
15

(responsible drinking)

132
5.indd 132

5P
2/26/2559 BE 9:16 AM



[10]

CSR

CSR
2 CSR
[7]
(focus group interview)
(projective technique) 1025 ..
2551 2552 697


CSR 9
CSR 81.5
69.15

CSR 86.23

P4: Promotion
5.indd 133

133
2/26/2559 BE 9:16 AM

64.28
78.19
86.94
61.84
CSR 59.11
CSR

[12]
1324 3,238
.. 2554

60.10 CSR

CSR

CSR

CSR

134
5.indd 134

5P
2/26/2559 BE 9:16 AM

.. 2551 32 2

CSR
CSR CSR
CSR

CSR

5.6 P4 (Promotion)

CSR


( 24 )

P4: Promotion
5.indd 135

135
2/26/2559 BE 9:16 AM

 [1]

136
5.indd 136

5P
2/26/2559 BE 9:16 AM

The Office of Communication (Ofcom)

Ofcom
The Advertising Standard Authorities (ASA)

(broadcasting) Ofcom ASA

(co-regulation) (non-broadcasting)
ASA

(self-regulation)

(conflict of interest) ASA

ASA ASA

2
The Swedish Consumer Agency Consumer Ombudsman




(Television without Frontiers Directive: TWFD)

: (2557) [9]
P4: Promotion
5.indd 137

137
2/26/2559 BE 9:16 AM

[1] , .
.
. 2558.
[2] Bagwell, K. The Economics of Advertising, Introduction.
2011. . 10:

. 205. 2557.
[3] Saffer, H., and Dave D. Alcohol Advertising and Alcohol
Consumption by Adolescents. Working Paper, National Bureau of Economic Research. 14-16. 2003.
. 10:
.
212. 2557.
[4] , ,
.
:
(CSR) . . 2553.
[5] .
..2551
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. 2558.
138
5.indd 138

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[6]

.. 2553. 2553.
[7] .
.
. 2557.
[8] . :
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[9] . 10:

. . 2557.
[10] .
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[11].Press Release
. 2557.
[12] .
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P4: Promotion
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139
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. 2552.
[14] , , .


() .
1
29-30 2557
. 2557. http://www.info.ms.su.ac.th/sums01/
PDF01/120_20150203_Fast_scan_to_a_BW_PDF_file_120.
pdf.
[15] . 15.
20 2558. http://www.manager.co.th/
iBizChannel/ViewNews.aspx?NewsID=9580000007276.

140
5.indd 140

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 P4: Promotion
5.indd 141

141
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P5

Persuasion

142
6.indd 142

5P
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P5: Persuasion

P5: Persuasion

(demand side policy)



(.)
(.)


. .
P5
P1-P4 ( P1-P4 )
6.1

1-5

P5: Persuasion
6.indd 143

143
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(
)
(persuasion)

[1]





(non-communicable diseases:
NCDs)

(
1)


/
[2]

[1-2]

(Economics)
(rationality)
144
6.indd 144

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(Public Health) IEC: Information Education Communication (strategic
communication)

(social marketing)

(Social Ecology)

(normalization
de-normalization)

P5: Persuasion
6.indd 145

145
2/26/2559 BE 9:18 AM



(Marketing) 4P
product price place promotion


( 1-5 )
(social marketing)

(Behavioral Economics)
4




(rationality)

nudge

(asymmetric paternalism)




(1) (2)




146
6.indd 146

5P
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 (social marketing)

6.2 :

( )
.. 2546
2



(.)

(.)
[3]



( 95)

P5: Persuasion
6.indd 147

147
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[3]

(main message)
.. 2546 - 2557
6.1 [3-5]

.. 2546 - 2548

.. 2546
.. 2547 .. 2548

3
.. 2548 1

.. 2549 - 2550

.. 2549
.. 2550
2
.. 2549 .. 2550
152

148
6.indd 148

5P
2/26/2559 BE 9:18 AM


.. 2551 - 2556

.. 2551


.. 2552 - 2553

2

.. 2555
2,600
2,600
2,600 2,600

.. 2556

86

.. 2557

3
.

P5: Persuasion
6.indd 149

149
2/26/2559 BE 9:18 AM


.. 2557
3

[4]

150
6.indd 150

5P
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 6.1:
.. 2546 - 2558

2546
2547
2548
2549
2550

2551
2552
2553
2554
2555
2556
2557
2558

80

2600

: (2558) [5]

P5: Persuasion
6.indd 151

151
2/26/2559 BE 9:18 AM

 2 : air war & ground war

2 2
/ (air war activities)
/(ground war activities)

[5-6]

(air war)

[5]

(ground war)

(social capital)

(community-based interventions)
152
6.indd 152

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(.)

()

( )



[4]

2
77
5
31

[4]

P5: Persuasion
6.indd 153

153
2/26/2559 BE 9:18 AM

 (ground war)

4 (ground war) .. 2557
(1) (2)
(3)
(4)



3
4 3

: (2558) [6]

154
154
6.indd 154

5P
2/26/2559 BE 9:18 AM

6.3

10

()
(SAB)
.. 2548 - 2557

15
24 10
23,639 [5]

.. 2548 2557
2







P5: Persuasion
6.indd 155

155
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6.2: .. 2548 2557

10
()

()
2548

2549

2550

2551

2552

2553

2554

2555

2556

2557

90.9

93.0 92.0 90.0 92.8 94.9 89.7 88.5 89.8 90.3 89.2

45.0

46.3 41.5 45.9 40.1 43.9 42.4 39.3 38.7 41.0 69.7

()

23,639

2,033

2,460

2,253

2,304

2,100

2,356

2,339

2,580

2,631

2,583

: (2558) [5]

156
6.indd 156

5P
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6.2

90.9
.. 2552
94.9
.. 2557
89.2

45

.. 2557 69.7
50

.. 2555
38.7

2



3

P5: Persuasion
6.indd 157

157
2/26/2559 BE 9:18 AM

.. 2548 - 2557



.. 2548 .. 2557

.. 2557
0

158
6.indd 158

5P
2/26/2559 BE 9:18 AM

 6.3:


.. 2548 2557

10
()

()
2548

2549

2550

2551

2552

2553

2554

2555

2556

2557

37.83

48.25

37.03

44.52

35.85

53.71

44.91

46.77

26.2

31.17

17.27

29

23.07

27.48

22.77

30.43

19.48

18.76

24.54

42.13

32.61

43.63

33.17

28.68

35.49

32.71

33.72

26.81

36.33

28.69

31.67

36.22

39.1

()

23,639

2,033

2,460

2,253

2,304

2,100

2,356

2,339

2,580

2,631

2,583

73.3

N/A

91.7

93.6

85.3

78.6

76.0

68.8

68.3

65.1

37.6

21,606

2,460

2,253

2,304

2,100

2,356

2,339

2,580

2,631

2,583

()

: (2558) [5]

P5: Persuasion
6.indd 159

159
2/26/2559 BE 9:18 AM


6.3 10

37.83
29
33.17

.. 2557
39.1

..2552 26.81


73.30
26.70

.. 2550
93.6 .. 2557
37.6 .. 2557

(descriptive statistics)
(confounding factors)


(
160
6.indd 160

5P
2/26/2559 BE 9:18 AM

)

.. 2557 - 2558

(air war ground war )
( ground war)

[5]
(secondary data)

( )
(SAB)
.. 2548 - 2557

2.113
P5: Persuasion
6.indd 161

161
2/26/2559 BE 9:18 AM

1.134

1.076

odds ratio

[6]
(ground war activities)
(primary data) 4
.. 2557 2
1
8 (1)

(2)
(3)
(4)

(1) () (2)
() (3) () (4)
( )

162
6.indd 162

5P
2/26/2559 BE 9:18 AM

 4
(1)
(2)
(3)
(4)


(
)
20.9 27.1
26.7

(intervention areas)

20.3 29.6 23.9

6.4 P5 (Persuasion):

P5: Persuasion

6.indd 163

163
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(1) (religious capital)
(2)
(social marketing)

[7-9] 2000 National Alcohol
Survey

3
(dummy variable)


(abstention)
[7]
164
6.indd 164

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.. 2544 3

/
(alcohol dependents) [10]

(social marketing)

[11]


(consumer research) (segmentation)
4P
(exchange)

(recognition)
P5: Persuasion
6.indd 165

165
2/26/2559 BE 9:18 AM

(friendly competition) [11-12]

(cost effectiveness)
meta-analysis

[11-12]




( air war)

(information provision)

(social norms)

(nationwide social marketing campaign) National Youth Anti-Drug Media Campaign (NYADMC)
[13] Montana [14]
() 9
166
6.indd 166

5P
2/26/2559 BE 9:18 AM

[15] Just the Facts Mississippi

Mississippi
()
[16]



[17-19]


(1)
Road Crew Wisconsin .. 2548


[20] (2) Drug Education in Victorian
Schools (DEVS) .2
(home activities)

.. 2556
14 [21] (3)
Workscreen Australia Post (APOST)
.. 2542
(lifestyle choices)

[22]

P5: Persuasion
6.indd 167

167
2/26/2559 BE 9:18 AM




(ground war activities)
[6]


[6]
2
(1)

(2)

(recognition)

9 [23]

(commitment device)

9

168
6.indd 168

5P
2/26/2559 BE 9:18 AM


10

[24-25]


(1)
(2)

10
P5: Persuasion
6.indd 169

169
2/26/2559 BE 9:18 AM

[1] Roberts, M. J., Hsiao, W., Berman, P., and Reich, M. R.

Getting Health Reform Right. Oxford University Press. 2008.
[2] .
. 2558.
[3] .
. (),
:
. . 112-134. 2557.
[4] .
.
. 2557.
[5] , ,
. .
. 2558.
[6] .
. . 2558.
[7]Michalak, L., Trocki, K., and Bond, J. Religion and alcohol
in the U.S. National Alcohol Survey: how important is religion
for abstention and drinking?. Drug and Alcohol Dependence;
170
6.indd 170

5P
2/26/2559 BE 9:18 AM

87. 268-280. 2007.

[8] Patock-Peckham, J. A., Hutchinson, G. T., Cheong, J., and
Nagoshi, C. T. Effect of religion and religiosity on alcohol use
in a college student sample. Drug and Alcohol Dependence;
49. 81-88. 1998.
[9] Mason, W. A., and Windle, M. A longitudinal study of
the effects of religiosity on adolescent alcohol use and
alcohol-related problems. Journal of Adolescent Research; 17
(4). 346-363. 2002.
[10]Assanangkornchai, S., Conigrave, K. M., and Saunders, J.
B. Religious beliefs and practice, and alcohol use in Thai men.
Alcohol & Alcoholism; 37 (2). 193-197. 2002.
[11] Gordon, R., McDermott, L., Stead, M., and Angus, K. The
effectiveness of social marketing interventions for health improvement: whats the evidence?. Public Health; 120. 11331139. 2006.
[12] Stead, M., Gordon, R., Angus, K., and McDermott, L. A
systematic review of social marketing effectiveness. Health Education; 107 (2). 126-191. 2006.
[13] Scheier, L. M., and Grenard, J. L. Influence of a nationwide social marketing campaign on adolescent drug use. Jour P5: Persuasion
6.indd 171

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2/26/2559 BE 9:18 AM

nal of Health Communication; 15. 240-271. 2010.

[14] Perkins, H. W., Linkenbach, J. W., Lewis, M. A., and
Neighbors, C. Effectiveness of social norms media marketing in
reducing drinking and driving: a statewide campaign. Addictive
Behaviors; 35. 866-874. 2010.
[15] Casswell, S., Ransom, R., and Gilmore, L. Evaluation of a
mass-media campaign for the primary prevention of alcohol-related problems. Health Promotion International; 5 (1). 9-17.
1990.
[16] Gomberg, L., Schneider, S. K., and DeJong, W. Evaluation
of a social norms marketing campaign to reduce high-risk
drinking at the University of Mississippi. American Journal of
Drug and Alcohol Abuse; 27 (2). 375-389. 2001.
[17] Elder, R.W., Shults, R. A., Sleet, D. A., Nichols, J. L.,
Thompson, R. S., Rajab, W., and Task Force on Community
Preventive Services. Effectiveness of mass media campaign for
reducing drinking and driving and alcohol-involved crashes: a
systematic review. American Journal of Preventive Medicine;
27 (1). 57-65. 2004.
[18] Tay, R. Mass media campaigns reduce the incidence
of drinking and driving. Evidence-Based Healthcare & Public
Health; 9. 26-29. 2005.
172
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[19] Casswell, S., Gilmore, L., Maguire, V., and Ransom, R.

Changes in public support for alcohol policies following a
community-based campaign. British Journal of Addiction; 84.
515-522. 1989.
[20] Rothschild, M. L., Mastin, B., and Miller, T. W. Reducing
alcohol-impaired driving crashes through the use of social
marketing. Accident Analysis and Prevention; 38. 1218-1230.
2006.
[21] Midford, R., Mitchell, J., Lester, L., Cahill, H., Foxcroft, D.,
Ramsden, R., et al. Preventing alcohol harm: early results from
a cluster randomised controlled trial in Victoria, Australia of
comprehensive harm minimisation school drug education. International Journal of Drug Policy; 25. 142-150. 2014.
[22] Richmond, R., Kehoe, L., Heather, N., and Wodak, A. Evaluation of a workplace brief intervention for excessive alcohol
consumption: the Workscreen project. Preventive Medicine; 30.
51-63. 2000.
[23] Ashraf, N., Bandiera, O., and Jack, B. K. No margin, no
mission? A field experiment on incentives for public service
delivery. Journal of Public Economics; 120. 1-17. 2014.
[24] Schwartz, J., Mochon, D., Wyper, L., Maroba, J., Patel,
D., and Ariely, D. Healthier by precommitment. Psychological
P5: Persuasion
6.indd 173

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Science; 25 (2). 538-546. 2014.

[25] Rogers, T., Milkman, K. L., and Volpp, K. G. Commitment
device: using initiatives to change behavior. The Journal of the
American Medical Association; 311 (20). 2065-2066. 2014.

174
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 P5: Persuasion
6.indd 175

175
2/26/2559 BE 9:18 AM

5P

Product
Price
Place
Promotion
Persuasion
176
7.indd 176

5P
2/26/2559 BE 9:20 AM

 7
5P

factsheet policy brief

4P (product price place
promotion)

persuasion 5P

1
2-6
P 2
(product) 3 (price) 4
(place) 5
(promotion) 6
(persuasion)

2-6
5P
7.indd 177

177
2/26/2559 BE 9:20 AM

2

(preference)

(alcohol availability)
(physical availability)
(economic availability)
(social availability)
[1-3]


(marketing theory) [3]

(product)
(price)

(place)

178
7.indd 178

5P
2/26/2559 BE 9:20 AM



(promotion) product price place promotion P
4P P

product price
place promotion

antidote
4P
4P

(regulation)
4P (product price
place promotion) [3]

(persuasion)

(preference)




5P product price place
promotion persuasion

5P
7.indd 179

179
2/26/2559 BE 9:20 AM


Product

( 2)

Price

( 3)

Place /

( 4)

Promotion
( 5)

Persuasion
( 6)

P
2-6 7.1
180
7.indd 180

5P
2/26/2559 BE 9:20 AM

 7.1: 5P

5P
P1:

Product

P2:

Price

P3:

Place

P4:

Promotion

P5:

Persuasion

5P
7.indd 181

181
2/26/2559 BE 9:20 AM


7.1 P

Product

Price

Place

Promotion
.



P e r s u a s i o n

(policypriority)
182
7.indd 182

5P
2/26/2559 BE 9:20 AM

 [1]
5P Best Buys

(WHO)

(Global Status Report on NCDs 2010)

(best buy interventions) (1)

(2) (3)

(good buy interventions) (1)
(
) (2) (
) [1]

(WHO)

(2008 World Health Assembly)

[4-5]

1)

5P
7.indd 183

183
2/26/2559 BE 9:20 AM


(counteradvertising)

2)

(hazardous alcohol use)

(harmful alcohol use)

3)

4)

/


184
7.indd 184

5P
2/26/2559 BE 9:20 AM

(mandatory treatment) alcohol locks

(
)

5)

6)

5P best buys


5P

5P

5P
5P
7.indd 185

185
2/26/2559 BE 9:20 AM

 P2: Price

P3: Place
P4: Promotion
(best buy interventions)

2P P1: Product P5:
Persuasion






()

186
7.indd 186

5P
2/26/2559 BE 9:20 AM

7.1:

(
)

()

($)*

DALY

($)**

( )

($)*

( )

DALY

($)**

($)*

DALY

($)**

N/A***

0.53

N/A***

1:

80

0.29

N/A***

0.34

2:

30

1.04

3870

1.78

2671

0.42

2016

0.31

N/A***

0.79

N/A***

0.19

N/A***

3:

80

4:

80

0.44

924

0.72

781

0.24

1262

515

0.47

567

0.16

1307

931

0.47

961

0.16

955

5:

80

0.24

6:

95

0.24

5P
7.indd 187

187
2/26/2559 BE 9:21 AM

(
)

()

( )

( )

($)*

DALY

($)**

($)*

DALY

($)**

($)*

DALY

($)**

7:

20

95

0.34

277

0.67

380

0.20

1358

50

95

0.34

241

0.67

335

0.20

1150

(
20)

95

0.56

468

0.87

498

0.37

2603

(
50)

95

0.63

476

0.93

480

0.43

2733

2.35

691

4.10

754

1.31

1704

( 50)

50)

: Anderson, P., Chisholm, D., and Fuhr, D. C. (2009) [4]

: * 2005

** (DALY) 2005
*** N/A ( infinity)

188
7.indd 188

5P
2/26/2559 BE 9:21 AM

[1] , . :
.
. 2557.
[2] Birckmayer, J. D., Holder, H. D., Yacoubian, Jr. G. S.,
and Friend, K. B. A General Causal Model to Guide Alcohol,
Tobacco, and Illicit Drug Prevention: Assessing the Research
Evidence. Journal of Drug Education; 34 (2). 121-153. 2004.
[3] Jernigan, D. H. Evidence-based Alcohol Policy Advocacy.
. 2557.
[4] Anderson, P., Chisholm, D., and Fuhr, D. C. Effectiveness
and cost-effectiveness of policies and programmes to reduce
the harm caused by alcohol. Lancet; 373. 2234-2246. 2009.
[5] Brand, D. A., Saisana, M., Rynn, L. A., Pennoni, F., and
Lowenfels, A. B. Comparative analysis of alcohol control
policies in 30 countries. PLoS Med; 4 (4). 752-759. 2007.

5P
7.indd 189

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Appendix

190
8.indd 190

5P
2/26/2559 BE 9:22 AM

A1: ()
: 1 ()
()
()

2553 [4]

2558 [1]

95.5

95.0

4.5

5.0

1,512

1,945

()

A2: ()
: 2 ()

()
()
2553 [4]

2558 [1]

95.1

94.4

4.9

5.6

1,510

1,945

()

8.indd 191

191
2/26/2559 BE 9:22 AM

 A3: ()
: 3 ()

()
()
2553 [4]

2558 [1]

94.2

94.4

5.8

5.6

1,509

1,945

()

A4:

()

2553 [4]

2558 [1]

80.1

88.2

4.2

1.7

15.7

10.1

()

1,506

1,945

A5:
:
()

2553 [4]

2558 [1]

34.9

41.5

40.7

45.9

13.9

8.6

10.4

4.0

()

1,508

1,945

192
8.indd 192

5P
2/26/2559 BE 9:22 AM

cover 5P for print.pdf

CM

MY

CY

CMY

2/26/59 BE

3:03 AM