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Generic Advertising of Farm Products

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  • Morrison, Rosanna Mentzer

Abstract

In 1982, American producers spent about $44 million on domestic generic promotion under Federal programs. Producers also spent about $22 million promoting U.S. farm products overseas. The U.S. Department of Agriculture (USDA) contributed an additional $19 million for promoting U.S. products abroad. Commodity groups spent $91 million generically promoting their products under State-legislated programs in 1979. Generic advertising promotes a type of food, such as milk, orange juice, or eggs, rather than a specific company's product. About 85 percent of all generic advertising and promotion is financed through producer agreements under various Federal and State programs. The effectiveness of generic advertising may depend on such factors as timing, the supply of the product, and prices of substitute products. Questions remain about the effectiveness of generic advertising programs and the costs and benefits to consumers.

Suggested Citation

  • Morrison, Rosanna Mentzer, 1984. "Generic Advertising of Farm Products," Agricultural Information Bulletins 309332, United States Department of Agriculture, Economic Research Service.
    • Handle: RePEc:ags:uersab:309332
    DOI: 10.22004/ag.econ.309332
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    Cited by:

    1. Sartorius von Bach, Helmke, 1992. "Economic Aspects Of Advertising In Agriculture: A Review," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 31(1), March.
    2. Ghura, Dhaneshwar & Schrimper, Ronald A., 1991. "Analysis Of Newspaper Advertising Of Fresh Apples In North Carolina," Department of Economics and Business - Archive 259581, North Carolina State University, Department of Economics.
    3. Kinnucan, Henry W. & Venkateswaran, Meenakshi, 1990. "Effects Of Generic Advertising On Perceptions And Behavior: The Case Of Catfish," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 22(2), pages 1-15, July.
    4. Ronald W. Ward & William F. McDonald, 1986. "Effectiveness of generic milk advertising: A ten region study," Agribusiness, John Wiley & Sons, Ltd., vol. 2(1), pages 77-89.
    5. Adelaja, Adesoji O. & Brumfield, Robin G. & Lininger, Kimberly, 1990. "Product Differentiation And State Promotion Of Farm Produce: An Analysis Of The Jersey Fresh Tomato," Journal of Food Distribution Research, Food Distribution Research Society, vol. 21(3), pages 1-14, September.

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    Keywords

    Agricultural and Food Policy; Marketing;

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