ABSTRACT
Advertising technology, from this historic watershed, evolved in tandem with major innovations in production technology and management techniques. Corporate capital immediately seized on the upsurge in newspapers as an advertising medium that came to complement posters as a visual and psychological device for boosting sales and moulding consumer behaviour. Perhaps the most recent innovation in market segmentation techniques has been the brand differentiation between heavier and lighter drinkers. Perhaps the most recent innovation in market segmentation techniques has been the brand differentiation between heavier and lighter drinkers. Cream liqueur is a creation of chemical technology, which has spawned one of the fastest growing alcohol categories world-wide, triggering a market chain reaction of new TNC intruders. All of the preceding advertising and promotional techniques are orchestrated primarily within domestic markets. With the growing internationalisation of output, trade and capital flows, however, they in turn have been internationalised to underpin the propagation of alcohol the world over.
