An empirical econometric study that tests an earlier worldwide survey showing that advertising has had little impact on total alcohol consumption or adverse outcomes associated with drinking. The advertising executives, also trained as sociologists and statisticians, offer a conceptual model for advertising effects. They define and describe both predictor and outcome variables and how they are operationalized and measured. Statistical data are summarized and trends in predictor variables and alcohol consumption from 1950 to 1990 are identified. Data are analyzed in a regression context to...