ADVERTISING TRADED GOODS

Henry Kinnucan

No 20965, 1998 Annual meeting, August 2-5, Salt Lake City, UT from American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association)

Abstract: Nerlove and Waugh's theory of cooperative (generic) advertising is extended to include tax shifting, cost sharing, and trade. Comparative-static analysis indicates that trade reduces the incentive to promote in the domestic market, and this is true whether the industry inquestion is a net exporter or a net importer. The theory is applied to California egg advertising to demonstrate utility and to highlight the importance of including trade relationships in advertising benefit-cost studies.

Keywords: International Relations/Trade; Marketing (search for similar items in EconPapers)
Pages: 14
Date: 1998
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Journal Article: ADVERTISING TRADED GOODS (1999)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:aaea98:20965

DOI: 10.22004/ag.econ.20965

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