BN.com Gift Guide

Commodity Advertising: The Economics and Measurement of Generic Programs

Overview

Commodity checkoff programs have become an increasingly important way for U.S. agricultural producers to advertise and promote their products, both domestically and in foreign markets. Checkoffs - mandatory assessments of producers - fund generic advertising and promotion programs to expand and develop commodity markets. In Commodity Advertising, Olan D. Forker and Ronald W. Ward develop the terminology and set forth the economic theory of commodity advertising, as well as the legal and industrial structures ...
See more details below
Other sellers (Hardcover)
  • All (3) from $43.74   
  • New (2) from $86.57   
  • Used (1) from $43.74   
Sending request ...

Overview

Commodity checkoff programs have become an increasingly important way for U.S. agricultural producers to advertise and promote their products, both domestically and in foreign markets. Checkoffs - mandatory assessments of producers - fund generic advertising and promotion programs to expand and develop commodity markets. In Commodity Advertising, Olan D. Forker and Ronald W. Ward develop the terminology and set forth the economic theory of commodity advertising, as well as the legal and industrial structures necessary to underwriting commodity programs. Forker and Ward offer methods for evaluating the economic effectiveness of commodity programs, suggest techniques for integrating advertising and promotion expenditures into demand analysis, and propose a new method for estimating the functional relationship between advertising expenditures and expected sales response - one that provides a more realistic estimate of the shape of the advertising response function. They also present case studies on the advertising programs for fluid milk, beef, apples, citrus, wool, fresh tomato, catfish, potatoes, soybean, cheese, and fats and oils. Commodity Advertising demonstrates that like their brand counterparts, generic advertising programs do have a positive impact on consumer demand. While the impact varies among commodity groups, research indicates that well planned and executed generic advertising can yield benefits to the producers who fund the programs as well as the processors and consumers of the commodity. The authors treat advertising as information, and they present methods to estimate the value of this information to consumers and to the commodity industry. In general, advertising yields greater benefits to the producers of the commodity when the industry's supply response is inelastic. But many other factors, including product quality, funding base, pricing, available substitutes, and consumer preferences influence the ability of commodity advertising programs
Read More Show Less

Product Details

  • ISBN-13: 9780029104057
  • Publisher: Lexington Books
  • Publication date: 6/28/1998
  • Pages: 294
  • Product dimensions: 6.00 (w) x 9.00 (h) x 1.00 (d)

Table of Contents

Figures
Tables
Preface
1 Introduction 1
2 Commodity Advertising Theory 16
3 Planning Objectives and Commodity Promotion Program Activities 49
4 Support for Agricultural Commodity Advertising and 78
5 A Description of Commodity Promotion Programs 100
6 Evaluating Commodity Advertising and Promotion Programs 158
7 Selected Case Studies of Commodity Advertising Program Evaluation 196
8 Conclusions and Promotion Policy Issues 251
Notes 275
References 279
Index 286
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)