![]() Advancements in technology such as directed advertising on Internet-connected devices provide potential for multiple sources of exposure through a single device (e.g., Internet ads and television and movie content all consumed on a smartphone device), including a more interactive approach, potentially enabling greater engagement and impact ( McClure et al., 2016, 2019). Traditional media channels (e.g., movies and television) have frequently depicted content including adolescent alcohol consumption or product placement of alcohol ( Roberts et al., 2016 Sargent et al., 2006 Siegel et al., 2016), as well as delivering more traditional advertising. Of particular concern is the marketing of products that introduce health risks to adolescents such as tobacco, alcohol, and calorie-dense nutrient-poor foods. The evolving digital environment extends the opportunities for dissemination and engagement beyond traditional types of marketing (e.g., television commercials) and has greater potential to reach and influence underage audiences, including large numbers of adolescents who live in digitally integrated environments with easy access to multiple forms of media ( Jernigan & Rushman, 2014). With these new media/digital marketing campaigns, messages can be reinforced in multiple settings such as social media, gaming, and entertainment websites, many of which include online peer networking ( Jackson et al., 2018). ![]() Recently, industry marketing practices have seen rapid evolution with the proliferation of social media and Internet channels that allow for marketing campaigns to appear across more traditional media (magazine, newspaper, billboard, radio) as well as these newer digital channels ( Jernigan & Rushman, 2014). Adolescent consumption of media is inherently cross channel, as teens continue to report a high use of media through a variety of channels as part of their daily activities. Hereafter, channel refers to any of these or other specific outlets of media exposure through which marketing can be disseminated. These findings have been replicated when assessing advertising exposure within and across various media exposures, such as advertising or brand placement within movies and television content ( Koordeman et al., 2012), in television commercials ( Ross et al., 2015 Stacy et al., 2004), in music ( Primack et al., 2014), in point-of-sale advertising, and via the Internet ( McClure et al., 2019). E xposure to alcohol advertisements is predictive of adolescent drinking initiation and of progression to problematic drinking behaviors, as demonstrated across multiple cross-sectional and longitudinal studies ( Anderson et al., 2009 Jackson et al., 2018 Jernigan et al., 2017). ![]()
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