Dynamic strategic responses among advertisers: the case of meat products

Jeffrey Hyde () and Brent Gloy ()
Additional contact information
Jeffrey Hyde: The Pennsylvania State University
Brent Gloy: Cornell University

Economics Bulletin, 2007, vol. 13, issue 3, 1-14

Abstract: The case of strategic advertising response is examined for branded and generic meat products (beef, pork, and poultry). A dynamic conceptual model is developed to identify the determinants of advertising expenditures. A time-series model is then used to examine the competitive behavior of branded and generic meat advertisers. The results identify two types of advertising strategies those based upon changes in revenues and those based upon changes in competitor advertising expenditures. Most groups employ a mix of revenue-based and advertising-based strategies. The results identify examples of both strategic substitutes and strategic complements. No long-run response to generic advertising by brand advertisers in the same commodity group is found.

Keywords: advertising; strategy (search for similar items in EconPapers)
JEL-codes: C7 M3 (search for similar items in EconPapers)
Date: 2007-09-18
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.accessecon.com/pubs/EB/2007/Volume13/EB-07M30001A.pdf (application/pdf)

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:ebl:ecbull:eb-07m30001

Access Statistics for this article

More articles in Economics Bulletin from AccessEcon
Bibliographic data for series maintained by John P. Conley ().