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Generic Promotion of Agricultural Products: Balancing Producers' and Consumers' Needs

Author

Listed:
  • Blisard, William N.
  • Blaylock, James R.

Abstract

Farmers sponsor generic advertising campaigns to expand the total market for their commodity. Generic advertising promotes a type of food, such as milk, beef, or orange juice, rather than a specific company's brand. Sales promotions may help increase consumer demand and raise—or at least stabilize—commodity prices. If producers can improve their domestic markets through generic advertising, some pressure on price supports and other traditional farm policy tools could be relieved. The growth in promotions has spurred public debate about the costs and benefits for producers, and the effect on food budgets and choices for consumers. Do producers gain from advertising, and if so, do consumers pay the price in their food bills?

Suggested Citation

  • Blisard, William N. & Blaylock, James R., 1989. "Generic Promotion of Agricultural Products: Balancing Producers' and Consumers' Needs," Agricultural Information Bulletins 309492, United States Department of Agriculture, Economic Research Service.
    • Handle: RePEc:ags:uersab:309492
    DOI: 10.22004/ag.econ.309492
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    File URL: https://ageconsearch.umn.edu/record/309492/files/aib565.pdf
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    Cited by:

    1. Govindasamy, Ramu & Pingali, Aruna & Italia, John & Thatch, Daymon W., 1998. "Consumer Response to State-Sponsored Marketing Programs: The Case of Jersey Fresh," P Series 36730, Rutgers University, Department of Agricultural, Food and Resource Economics.
    2. Govindasamy, Ramu & Pingali, Aruna & Italia, John & Thatch, Daymon W., 1998. "Producer Response to State-Sponsored Marketing Programs: The Case of Jersey Fresh," P Series 36731, Rutgers University, Department of Agricultural, Food and Resource Economics.
    3. Govindasamy, Ramu & Pingali, Aruna & Italia, John & Thatch, Daymon W., 1998. "Retailer-Wholesaler Response to State-Sponsored Marketing Programs: The Case of Jersey Fresh," P Series 36732, Rutgers University, Department of Agricultural, Food and Resource Economics.

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