US Generic Advertising and Promotion Programs

John Crespi and Richard J. Sexton ()
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Richard J. Sexton: University of California

Chapter Chapter 7 in US Programs Affecting Food and Agricultural Marketing, 2013, pp 171-194 from Springer

Abstract: Abstract Nine in ten US farmers collectively contribute about $1 billion annually to generic advertising and promotion campaigns. This chapter discusses the rationale and history of these controversial programs; explains the importance of the legal battles that shaped their development; and discusses the modern problems facing these campaigns. An especially difficult challenge is promoting commodities in a marketplace where food manufacturing is increasingly concentrated, brands are more and more prevalent, and consumer preferences are fluid. Areas for future research are cited.

Keywords: Generic Program; Promotion Program; Allocative Efficiency; Agricultural Market; Marketing Program (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:nrmchp:978-1-4614-4930-0_7

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DOI: 10.1007/978-1-4614-4930-0_7

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