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The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?

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  • John M. Crespi

Abstract

Since the 1980s, generic advertising programs for dozens of farm commodities have been entangled in a great deal of litigation. The author looks at the history of generic advertising policies, discusses why the litigation arose when it did, and argues that the current round of litigation is simply an inevitable outgrowth of fairly recent Supreme Court rulings on commercial speech. The author further examines some of the economic studies that have been performed. The author predicts an increase in generic advertising litigation based upon the degree of collectivization in an industry and urges economists to bring the controversy into their modeling.

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  • John M. Crespi, 2003. "The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 294-315.
    • Handle: RePEc:oup:revage:v:25:y:2003:i:2:p:294-315.
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    1. John M. Crespi & Stéphan Marette, 2003. "Are uniform assessments for generic advertising optimal if products are differentiated?," Agribusiness, John Wiley & Sons, Ltd., vol. 19(3), pages 367-377.
    2. Gergaud, Olivier & Livat, Florine & Rickard, Bradley & Warzynski, Frederic, 2017. "Evaluating the net benefits of collective reputation: The case of Bordeaux wine," Food Policy, Elsevier, vol. 71(C), pages 8-16.
    3. Julian M. Alston & John M. Crespi & Harry M. Kaiser & Richard J. Sexton, 2007. "An Evaluation of California's Mandated Commodity Promotion Programs," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 29(1), pages 40-63.
    4. Ferrier, Peyton & Lamb, Russell, 2007. "Government regulation and quality in the US beef market," Food Policy, Elsevier, vol. 32(1), pages 84-97, February.
    5. Batie, Cicely M. & Dennis, Elliott J. & Lubben, Bradley D., 2020. "Do state-level agricultural promotion programs increase agricultural output? The case of the Livestock Friendly County designation program in Nebraska," 2020 Annual Meeting, July 26-28, Kansas City, Missouri 304399, Agricultural and Applied Economics Association.
    6. Xuqi Chen & Yan Heng & Zhifeng Gao & Yuan Jiang, 2022. "Impacts of duo‐regional generic advertising of social media on consumer preference," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 21-44, January.
    7. John M. Crespi & Jennifer S. James, 2007. "Bargaining rationale for cooperative generic advertising," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 51(4), pages 445-457, December.
    8. Messer, Kent D. & Kaiser, Harry M. & Schulze, William D., 2004. "Status-Quo-Bias and Voluntary Contributions: Can Lab Experiments Parallel Real World Outcomes for Generic Advertising?," 2004 Annual meeting, August 1-4, Denver, CO 20072, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    9. Matsushima, Noriaki & Shinohara, Ryusuke, 2019. "Pre-negotiation commitment and internalization in public good provision through bilateral negotiations," Journal of Public Economics, Elsevier, vol. 175(C), pages 84-93.
    10. Kassas, Bachir & Palma, Marco A. & Hall, Charles R., 2020. "Informing Generic Advertising Programs by Investigating Income and Relative Return Heterogeneities in Voluntary Contributions Mechanisms," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 46(2), August.
    11. Boys, Kathryn A. & Blank, Steven, 2016. "The Evolution of Local Foods: A Retrospective and Prospective Consideration," ARE Working Papers 270993, North Carolina State University, Department of Agricultural and Resource Economics.
    12. Gergaud, Olivier & Livat, Florine & Rickard, Bradley & Warzynski, Frederic, 2016. "The Costs and Benefits of Collective Reputation: Who gains and who loses from generic promotion programs?," Working Papers 231135, American Association of Wine Economists.
    13. Lee L. Schulz & John M. Crespi, 2012. "Presence of Check‐Off Programs and Industry Concentration in the Food Manufacturing Sector," Agribusiness, John Wiley & Sons, Ltd., vol. 28(2), pages 148-156, March.

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