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Are Assessments For Generic Advertising Optimal If Products Are Differentiated?

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Author Info
Crespi, John
Marette, Stephan

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Abstract

An analytical framework where consumers display preferences for various qualities of an agricultural commodity is used to investigate the producer welfare effects of generic advertising assessments. Depending upon the degree of product differentiation present in the final goods, some producers are shown to benefit more than others from the use of an equivalent assessment on all producers. This paper delineates those cases where producer assessments should be equal and where assessments should be different to insure an equitable benefit.

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Publisher Info
Paper provided by American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) in its series 2001 Annual meeting, August 5-8, Chicago, IL with number 20762.

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Date of creation: 2001
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Handle: RePEc:ags:aaea01:20762

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Keywords: Marketing;

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:

  1. Crespi, John M., 1999. "Generic Commodity Promotion And Product Differentiation," 1999 Annual meeting, August 8-11, Nashville, TN 21488, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association). [Downloadable!]
  2. Schmalensee, Richard, 1987. "Competitive advantage and collusive optima," International Journal of Industrial Organization, Elsevier, vol. 5(4), pages 351-367. [Downloadable!] (restricted)
  3. Kinnucan, Henry W & Miao, Yuliang, 2000. " Distributional Impacts of Generic Advertising on Related Commodity Markets," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 82(3), pages 672-78, August. [Downloadable!] (restricted)
  4. Alston, Julian M. & Carman, Hoy F. & Chalfant, James A. & Crespi, John M. & Sexton, Richard J. & Venner, Raymond J., 1998. "The California Prune Board's Promotion Program: An Evaluation," Research Reports 11926, University of California, Davis, Giannini Foundation. [Downloadable!]
  5. Alston, Julian M & Chalfant, James A & Piggott, Nicholas E, 2000. " The Incidence of the Costs and Benefits of Generic Advertising," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 82(3), pages 665-71, August. [Downloadable!] (restricted)
  6. Chung, Chanjin & Kaiser, Harry M, 2000. " Distribution of Generic Advertising Benefits across Participating Firms," American Journal of Agricultural Economics, American Agricultural Economics Association, vol. 82(3), pages 659-64, August. [Downloadable!] (restricted)
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Cited by:
(explanations, Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.)

  1. Kosin Isariyawongse & Yasushi Kudo & Victor J. Tremblay, 2007. "Generic and Brand Advertising in Markets with Product Differentiation," Journal of Agricultural & Food Industrial Organization, Berkeley Electronic Press, vol. 5(1). [Downloadable!]
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