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Selling It, Co-op Advertising Lags Behind Private Sector Food Companies

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  • Rogers, Richard

Abstract

When it comes to advertising, food processors out-spend every other sector of the economy. However, farmer-owned cooperatives seem less enamored of the powers of Madison Avenue than their privately owned counterparts in the food industry. Advertising data spanning a 20-year period, from 1967 to 1987, show that agricultural cooperatives spent proportionately less to advertise their brand-name products (based on their share of food dollars) than did non-cooperative food processors. The data also indicate that cooperatives' share of branded advertising expenditures has remained unchanged during the 20-year period examined for this study.

Suggested Citation

  • Rogers, Richard, 1993. "Selling It, Co-op Advertising Lags Behind Private Sector Food Companies," Issue Papers 155348, University of Connecticut, Food Marketing Policy Center.
    • Handle: RePEc:ags:ucofmi:155348
    DOI: 10.22004/ag.econ.155348
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    Keywords

    Agribusiness; Marketing;

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