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A Note On Measuring Returns To Generic Advertising In Interrelated Markets

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  • H. W. Kinnucan

Abstract

This note focuses on the theoretical relationship between price and generic advertising when supply is uncontrolled and markets are interrelated through consumer preferences. A key finding is that the mutatis mutandis relationship between own‐price and own‐advertising is indeterminate unless the structural elasticities pertaining to own‐price and own‐advertising effects are greater in absolute value than the corresponding cross elasticities. This implies, inter alia, that benefit‐cost analyses based on single‐equation models may overstate producer returns to generic advertising, a conclusion verified in the empirical application.

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  • H. W. Kinnucan, 1996. "A Note On Measuring Returns To Generic Advertising In Interrelated Markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1‐4), pages 261-267, January.
    • Handle: RePEc:bla:jageco:v:47:y:1996:i:1-4:p:261-267
    DOI: 10.1111/j.1477-9552.1996.tb00690.x
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    10. Roley R. Piggott & Nicholas E. Piggott & Vic E. Wright, 1995. "Approximating Farm-Level Returns to Incremental Advertising Expenditure: Methods and an Application to the Australian Meat Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 77(3), pages 497-511.
    11. R. W. Ward & C. Lambert, 1993. "Generic Promotion Of Beef: Measuring The Impact Of The Us Beef Checkoff," Journal of Agricultural Economics, Wiley Blackwell, vol. 44(3), pages 456-465, September.
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    Cited by:

    1. Jeffrey Hyde & Brent Gloy, 2007. "Dynamic strategic responses among advertisers: the case of meat products," Economics Bulletin, AccessEcon, vol. 13(3), pages 1-14.
    2. Torre Ugarte, Daniel de la, 2003. "An Energy Strategy Based On Energy Dedicated Crops Or Corn: Differential Economic And Regional Impacts," 2003 Annual Meeting, February 1-5, 2003, Mobile, Alabama 35165, Southern Agricultural Economics Association.
    3. Xiao, Hui & Kinnucan, Henry W. & Kaiser, Harry M., 1998. "Advertising, Structural Change, And U.S. Non-Alcoholic Beverage Demand," 1998 Annual meeting, August 2-5, Salt Lake City, UT 20885, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Capps, Oral, Jr. & Williams, Gary W., 2006. "The Economic Effectiveness of the Cotton Checkoff Program," Reports 90753, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    5. Kinnucan, Henry W., 2003. "Optimal generic advertising in an imperfectly competitive food industry with variable proportions," Agricultural Economics, Blackwell, vol. 29(2), pages 143-158, October.
    6. Kinnucan, Henry W., 1999. "Advertising Traded Goods," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 24(1), pages 1-19, July.
    7. Xiao, Hui & Kinnucan, Henry W. & Kaiser, Harry M., 1998. "Advertising, Structural Change, and U.S. Non-Alcoholic Drink Demand," Research Bulletins 122688, Cornell University, Department of Applied Economics and Management.
    8. Henry W. Kinnucan & Maria Thomas, 1997. "Optimal Media Allocation Decisions For Generic Advertisers," Journal of Agricultural Economics, Wiley Blackwell, vol. 48(1‐3), pages 425-441, January.
    9. Hill, Debbie J. & Piggott, Roley R. & Griffith, Garry R., 1996. "Profitability Of Incremental Expenditure On Fibre Promotion," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 40(3), pages 1-24, December.
    10. Kinnucan, Henry W. & Christian, Jason E., 1997. "A Method For Measuring Returns To Nonprice Export Promotion With Application To Almonds," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 22(1), pages 1-13, July.
    11. Peyton Ferrier & Chen Zhen, 2014. "The producer welfare effects of trade liberalization when goods are perishable and habit-forming: the case of asparagus," Agricultural Economics, International Association of Agricultural Economists, vol. 45(2), pages 129-141, March.
    12. Kinnucan, Henry W. & Myrland, Oystein, 2002. "Relationship Between Partial and Total Responses to Advertising with Application to U.S. Meats," Research Bulletins 122634, Cornell University, Department of Applied Economics and Management.
    13. Cardwell, Ryan T., 2004. "Is The Efficacy Of Agricultural Promotion Programs Overestimated? The Importance Of Dynamics In Advertising Demand Systems," 2004 Annual meeting, August 1-4, Denver, CO 19949, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    14. Holloway, Garth J. & Peyton, L. James & Griffith, Garry R., 2000. "Was the Australian Meat and Live-stock Corporation's advertising efficient?," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 44(1), pages 1-27.
    15. Kinnucan, Henry W., 1997. "Middlemen behaviour and generic advertising rents in competitive interrelated industries," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 41(2), pages 1-17.
    16. Strak, John, 1998. "The Effectiveness Of Mlc'S Beef Promotion During The Bse Crisis," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-6, February.
    17. repec:ebl:ecbull:v:13:y:2007:i:3:p:1-14 is not listed on IDEAS
    18. Freebairn, John W. & Alston, Julian M., 2001. "Generic advertising without supply control: implications of funding mechanisms for advertising intensities in competitive industries," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 45(1), pages 1-29.
    19. Herrmann, Roland & Anders, Sven M. & Thompson, Stanley R., 2005. "Übermäßige Werbung und Marktsegmentierung durch staatliche Förderung der Regionalvermarktung: Eine theoretische Analyse," German Journal of Agricultural Economics, Humboldt-Universitaet zu Berlin, Department for Agricultural Economics, vol. 54(03), pages 1-11.
    20. Holloway, Garth J., 2000. "Excise Taxes And Commodity Promotion: Bayesian Retrieval Of The Optimum," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 18(2), pages 1-20.
    21. Balagtas, Joseph Valdes & Kim, Sounghun, 2005. "Beggar-Thy-Self Advertising: A Multi-Market Model of Generic Promotion for Dairy Products," 2005 Annual meeting, July 24-27, Providence, RI 19303, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    22. Henry W. Kinnucan & Øystein Myrland, 2001. "A note on measuring returns to nonprice export promotion," Agribusiness, John Wiley & Sons, Ltd., vol. 17(3), pages 423-433.

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