Commodity advertising: Theoretical issues relating to generic and brand promotions

Ronald W. Ward, Julio Chang and Stan Thompson
Additional contact information
Ronald W. Ward: Graduate assistant in the Food and Resource Economics Department, University of Florida, Postal: Graduate assistant in the Food and Resource Economics Department, University of Florida
Julio Chang: Graduate assistant in the Food and Resource Economics Department, University of Florida, Postal: Graduate assistant in the Food and Resource Economics Department, University of Florida
Stan Thompson: Associate professor in the Agricultural Economics Department, Michigan State University, Postal: Associate professor in the Agricultural Economics Department, Michigan State University

Agribusiness, 1985, vol. 1, issue 4, 269-276

Abstract: Both generic and brand advertising have become increasingly important to food production and marketing systems. These two advertising messages may be complementary or competitive. Generic advertising is generally more factual and most likely reduces entry barriers. As generic advertising is increased, brand advertising will be forced to convey messages that are more difficult to validate. Generic advertising should encourage general consumption of the commodity class while brand advertising is directed to the consumption of specific brands that have both “real” and “fancied” differences.

Date: 1985
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (25)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:1:y:1985:i:4:p:269-276

DOI: 10.1002/1520-6297(198524)1:4<269::AID-AGR2720010404>3.0.CO;2-U

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().