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Alcohol

I am incredibly sympathetic to the point that the hon. Gentleman makes, because the duty is excessive for many pubs, many of which are closing or are on the brink of doing so, and we need to do something to help them. I want to comment on some of the points made about advertising, and then I will finish. The whole approach to marketing and sponsorship is completely wrong and simplistic. I used to work in marketing, for my sins. I am sure that hon. Members are familiar with this, but it is a point worth making: marketing attempts to improve brand awareness and increase market share. For example, when Cadbury sponsored "Coronation Street", I do think that anyone anywhere in the country leapt off the sofa the moment that Cadbury's logo came up at the start of the programme, switched off the TV and rushed to the nearest confectioner to buy a bar of Dairy Milk. That is not the purpose of marketing. Its purpose is that the next time someone goes to buy a bar of chocolate they will buy a bar of Dairy Milk, rather than a Kit Kat. That is the whole point of marketing. When I did my marketing for Asda, we did not expect anyone to get up following a TV advert and rush to the nearest Asda supermarket, much as we would have liked them to, no doubt; we just hoped that the next time that went to the supermarket, they would go to Asda rather than Tesco. All the banning of advertising, sponsorship and so on does not make a blind bit of difference to consumption overall, but it does make a big difference to how much of each brand people drink.