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US Generic Advertising and Promotion Programs

In: US Programs Affecting Food and Agricultural Marketing

Author

Listed:
  • John M. Crespi

    (Kansas State University)

  • Richard J. Sexton

    (University of California)

Abstract

Nine in ten US farmers collectively contribute about $1 billion annually to generic advertising and promotion campaigns. This chapter discusses the rationale and history of these controversial programs; explains the importance of the legal battles that shaped their development; and discusses the modern problems facing these campaigns. An especially difficult challenge is promoting commodities in a marketplace where food manufacturing is increasingly concentrated, brands are more and more prevalent, and consumer preferences are fluid. Areas for future research are cited.

Suggested Citation

  • John M. Crespi & Richard J. Sexton, 2013. "US Generic Advertising and Promotion Programs," Natural Resource Management and Policy, in: Walter J. Armbruster & Ronald D. Knutson (ed.), US Programs Affecting Food and Agricultural Marketing, edition 127, chapter 0, pages 171-194, Springer.
    • Handle: RePEc:spr:nrmchp:978-1-4614-4930-0_7
    DOI: 10.1007/978-1-4614-4930-0_7
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    Cited by:

    1. Tina L. Saitone & Richard J. Sexton, 2017. "Agri-food supply chain: evolution and performance with conflicting consumer and societal demands," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 44(4), pages 634-657.

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