Students often can relate to goods and services, but the marketing of ideas is a new concept to them. Use the example of drunk driving prevention;
Ask Students: How is that idea marketed?
Organizations such as Mothers Against Drunk Driving or Students Against Drunk Driving often receive support from brewers and distillers in promoting responsible drinking and safe driving.
Ask students: What is the exchange these groups are asking consumers to enter?
Answer: They want you to consume alcohol in a manner that is consistent with safety, which means sacrificing some consumption