Scottish Government

ISBN 978 0 7559 6701 8 (Web only publication)

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CONTENTS

CAMPAIGN SUMMARY: ALCOHOL MISUSE 2006 CAMPAIGN EVALUATION

EXECUTIVE SUMMARY
BACKGROUND
FREQUENCY OF DRINKING
ADVERTISING
ATTITUDES AND BEHAVIOUR TOWARDS ALCOHOL

CHAPTER ONE: BACKGROUND AND OBJECTIVES

CHAPTER TWO: METHOD

CHAPTER THREE: MAIN FINDINGS
Frequency of drinking
Number of alcoholic drinks consumed over the last 7 days
Advertising awareness
General advertising awareness
TV advertising awareness
Poster awareness
Radio awareness
Total campaign reach
Campaign attribution
Agreement with attitudinal statements
Campaign related statements
Behavioural statements

CHAPTER FOUR: CONCLUSIONS

APPENDIX 1: QUESTIONNAIRE

The views expressed in this report are those of the researcher and
do not necessarily represent those of the Department or Scottish Ministers.