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Media-specific returns to generic advertising: The case of catfish


  • Henry W. Kinnucan

    (Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, AL 36849-5406)

  • Yuliang Miao

    (Department of Agricultural Economics and Rural Sociology, Auburn University, Auburn, AL 36849-5406)


A key decision faced by managers of generic advertising programs is the allocation of the budget among media (e.g., television, radio, print). In this article, the economics of media allocation are addressed using catfish as a case study. The hypothesis that demand responds equally to all media was rejected. Further analysis indicated that the media with relatively modest expenditures (newspapers and television) had no reliable effect on demand, which suggests that scale is important. Losses sustained from the apparently ineffectual media were more than offset by gains from the effective media (magazines and radio), so that returns overall, net of opportunity cost, were positive. The historical media allocation, however, was inefficient in the sense that a different media mix would have resulted in greater industry profits. © 1999 John Wiley & Sons, Inc.

Suggested Citation

  • Henry W. Kinnucan & Yuliang Miao, 1999. "Media-specific returns to generic advertising: The case of catfish," Agribusiness, John Wiley & Sons, Ltd., vol. 15(1), pages 81-99.
  • Handle: RePEc:wly:agribz:v:15:y:1999:i:1:p:81-99 DOI: 10.1002/(SICI)1520-6297(199924)15:1<81::AID-AGR6>3.0.CO;2-D

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    References listed on IDEAS

    1. Kinnucan, Henry W., 1995. "Price Bargaining Without Supply Control," Agricultural and Resource Economics Review, Cambridge University Press, vol. 24(01), pages 119-127, April.
    2. Henry Kinnucan & Evelyn Belleza, 1991. "Advertising Evaluation and Measurement Error: The Case of Fluid Milk in Ontario," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 39(2), pages 283-297, July.
    3. Capps, Oral, Jr. & Schmitz, John D., 1991. "Effect Of Generic Advertising On The Demand For Fluid Milk: The Case Of The Texas Market Order," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 23(02), December.
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    5. 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(02), December.
    6. Hui-Shung Chang & Henry W. Kinnucan, 1991. "Economic effects of an advertising excise tax," Agribusiness, John Wiley & Sons, Ltd., vol. 7(2), pages 165-173.
    7. John D. Jackson, 1997. "Effects of Health Information and Generic Advertising on U.S. Meat Demand," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 79(1), pages 13-23.
    8. Capps, Oral & Schmitz, John D., 1991. "Effect of Generic Advertising on the Demand for Fluid Milk: The Case of the Texas Market Order," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 23(02), pages 131-140, December.
    9. Reberte, J. Carlos & Schmit, Todd M. & Kaiser, Harry M., 1996. "An Ex Post Evaluation of Generic Egg Advertising in the U.S," Research Bulletins 122835, Cornell University, Department of Applied Economics and Management.
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    Cited by:

    1. Gary W. Williams, 1999. "Commodity checkoff programs as alternative producer investment opportunities: The case of soybeans," Agribusiness, John Wiley & Sons, Ltd., vol. 15(4), pages 539-552.
    2. Asche, Frank & Zhang, Dengjun, 2013. "Testing Structural Changes in the U.S. Whitefish Import Market: An Inverse Demand System Approach," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 42(3), December.
    3. Ronald W. Ward, 1999. "Evaluating the beef promotion checkoff: The robustness of the conclusions," Agribusiness, John Wiley & Sons, Ltd., vol. 15(4), pages 517-524.
    4. Fare, Rolf & Grosskopf, Shawna & Seldon, Barry J. & Tremblay, Victor J., 2004. "Advertising efficiency and the choice of media mix: a case of beer," International Journal of Industrial Organization, Elsevier, vol. 22(4), pages 503-522, April.
    5. Metin Cakir & Joseph V. Balagtas, 2010. "Econometric evidence of cross-market effects of generic dairy advertising," Agribusiness, John Wiley & Sons, Ltd., vol. 26(1), pages 83-99.
    6. Chen, Xuan & Scuderi, Ben, 2016. "Assessing the Market Integration of Domestic and Imported Catfish in the U.S," 2016 Annual Meeting, July 31-August 2, 2016, Boston, Massachusetts 235550, Agricultural and Applied Economics Association.

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