Commodity Advertising

602 Pages·1998·1.55 MB·English

by  Olan Forker

Commodity Advertising : The Economics
title:
and Measurement of Generic Programs
author: Forker, Olan D.; Ward, Ronald W.
publisher: Lexington Books
isbn10 | asin: 002910405X
print isbn13: 9780029104057
ebook isbn13: 9780585165813
language: English
Advertising--Food--United States, Generic
products--United States, Advertising--Brand
subject
name products--United States, Advertising--
Food--United States--Case studies.
publication date: 1993
lcc: HF6161.F616F67 1993eb
ddc: 659.1/13
Advertising--Food--United States, Generic
products--United States, Advertising--Brand
subject:
name products--United States, Advertising--
Food--United States--Case studies.
Page i
Commodity Advertising
The Economics and Measurement of Generic Programs
Olan D. Forker and
Ronald W. Ward
Lexington Books
An Imprint of Macmillan, Inc.
New York
Maxwell Macmillan Canada
Toronto
Maxwell Macmillan International
New York Oxford Singapore Sydney
Page ii
We dedicate this book
to our supportive wives,
Katie and Geraldine
Disclaimer:
Some images in the original hard copy book are not available for
inclusion in the netLibrary eBook.
Library of Congress Cataloging-in-Publication Data
Forker, Olan D.
Commodity advertising: the economics and measurement of generic
programs / Olan D. Forker and Ronald W. Ward.
p. cm.
Includes bibliographical references.
ISBN 0-02-910405-X
1. AdvertisingFoodUnited States. 2. Generic productsUnited States.
3. AdvertisingBrand name productsUnited States.
4. AdvertisingFoodUnited StatesCase studies. I. Ward, Ronald
W. II. Title.
HF6161.F616F67 1993
659.1'13dc20 92-38941
CIP
Copyright © 1993 by Lexington Books
An Imprint of Macmillan, Inc.
All rights reserved. No part of this book may be reproduced or
transmitted in any form or by any means, electronic or mechanical,
including photocopying, recording, or by any information storage and
retrieval system, without permission in writing from the Publisher.
Lexington Books
An Imprint of Macmillan, Inc.
866 Third Avenue, New York, N.Y. 10022
Maxwell Macmillan Canada, Inc.
1200 Eglinton Avenue East
Suite 200
Don Mills, Ontario M3C 3N1
Macmillan, Inc. is part of the Maxwell Communication Group of
Companies.
Printed in the United States of America
printing number
1 2 3 4 5 6 7 8 9 10
Page iii
Contents
Figures v
Tables vii
Preface ix
1. Introduction 1
Supply and Demand for Information 2
Types of Commodities 7
Putting the Programs in Perspective 9
Overview of the book 14
2. Commodity Advertising Theory 16
Commodity Characteristics and Information 17
Advertising and Demand for the Commodity 26
Product Demand and Advertising 37
The Conditions for Commodity Advertising 42
Advertising and Market Structures 47
Summary 48
3. Planning Objectives and Commodity Promotion Program 49
Activities
Program Planning Objectives 50
Advertising and Promotion Activities 61
Influencing Consumer Awareness 63
Summary 76
Page iv
4. Support for Agricultural Commodity Advertising and 78
Promotion Programs
Legislative Support for Programs 79
Rationale for Promotion Legislation 86
Procedures for Determining Producer Support 90
Administration and Policy Decisions 93
Summary 98
5. A Description of Commodity Promotion Programs 100
An Overview 100
National Programs Operationg under Federal Legislation107
Some Observations about the Federal Promotion 132
Programs
Promotion Programs under State Legislation 138
Promotion Programs Funded with Public Funds 151
Summary 156
6. Evaluating Commodity Advertising and Promotion 158
Programs
Postprogram Evaluation 161
Preprogram Evaluations 181
Checkoff Data and Data Issues 185
Summary 194
7. Selected Case Studies of Commodity Advertising 196
Program Evaluation
Advertising Case Studies 197
Overview of Econometric Studies 242
Summary 250
8. Conclusions and Promotion Policy Issues 251
The Public Interest 252
Public Policy 256
Generic Advertising and the Degree of Competition 264
Generic Advertising and Farm Policy 266
Summary 268
Notes 275
References 279
Index 286
Page v
Figures
1-1. Commodity Advertising and Promotion Issues 12
2-1. Linking Commodity Advertising and Demand 27
2-2. Linkage between Product and Characteristics 32
2-3. Advertising and the Household Production of 33
Characteristics
2-4. Impact of Advertising on Product Characteristics Over 35
Time
2-5. Generic and Brand Advertising Effects on Markets 41
3-1. The Process of Strategic Planning for Commodity 51
Promotion Organizations
3-2. Linkage between Advertising and Return to 52
Commodity Producer Groups
3-3. Impact of Advertising on Total Revenue, Short-Run 53
Case
3-4. Impact of Advertising on Total Revenue, Long-Run 54
Case
3-5. Conceptual Advertising Response Curve 55
3-6. Relations between the Retail and Farm Level 56
Advertising Response Curves when Processors and
Distributors Retain the Benefits
3-7. Maximizing Returns from Advertising Investment 57
with a Fixed Budget, 2-Product Case