Incentives to Advertise and Product Differentiation
Recent court rulings question the ability of commodity groups to fund generic promotions through mandatory check-off programs. A model examining incentives to fund brand advertisements when both brand and generic advertising exist is presented. Brand advertising expands the market by attracting new consumers to the industry, and allows the advertising firm to take customers from rivals in the industry. Homogeneous products are advertised too little relative to the amount that maximizes total industry profits, and brandable products are advertised too much. The optimal check-off rate is derived, and the Dorfman-Steiner condition is shown to be a special case of this model.
Volume (Year): 28 (2003)
Issue (Month): 03 (December)
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- Todd M. Schmit & J. Carlos Reberte & Harry M. Kaiser, 1997.
"An economic analysis of generic egg advertising in California, 1985-1995,"
John Wiley & Sons, Ltd., vol. 13(4), pages 365-373.
- Schmit, Todd M. & Reberte, J. Carlos & Kaiser, Harry M., 1996. "An Economic Analysis of Generic Egg Advertising in California, 1985-1995," Research Bulletins 122834, Cornell University, Department of Applied Economics and Management.
- Julian M. Alston & John W. Freebairn & Jennifer S. James, 2001. "Beggar-Thy-Neighbor Advertising: Theory and Application to Generic Commodity Promotion Programs," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(4), pages 888-902.
- Chung, Chanjin & Kaiser, Harry M., 2000. "Do Farmers Get An Equal Bang For Their Buck From Generic Advertising Programs? A Theroetical And Empirical Analysis," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 25(01), July.
- Henry W. Kinnucan & Yuliang Miao, 2000. "Distributional Impacts of Generic Advertising on Related Commodity Markets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(3), pages 672-678.
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