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Impact of generic advertising on bra...

Suh, Daeseok.

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Impact of generic advertising on brand advertising in food and agricultural industries.

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Impact of generic advertising on brand advertising in food and agricultural industries./
Author:	Suh, Daeseok.
Description:	78 p.
Notes:	Source: Dissertation Abstracts International, Volume: 72-06, Section: A, page: .
Contained By:	Dissertation Abstracts International72-06A.
Subject:	Business Administration, Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3445350
ISBN:	9781124547312

Impact of generic advertising on brand advertising in food and agricultural industries.
Suh, Daeseok.

Impact of generic advertising on brand advertising in food and agricultural industries. - 78 p.

Source: Dissertation Abstracts International, Volume: 72-06, Section: A, page: .

Thesis (Ph.D.)--Oklahoma State University, 2010.

Generic advertising programs managed by several agricultural commodity groups are collective economic actions to promote agricultural products. Several previous studies have shown the effectiveness of generic advertising in increasing producer benefits both empirically and analytically. While some producers favor generic advertising, others claim that generic advertising hinders effective brand advertising efforts.

ISBN: 9781124547312Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Impact of generic advertising on brand advertising in food and agricultural industries.
LDR:03502nam 2200361 4500 001 1405762
005 20111214134951.5
008 130515s2010 ||||||||||||||||| ||eng d
020 $a 9781124547312
035 $a (UMI)AAI3445350
035 $a AAI3445350
040 $a UMI $c UMI
100 1 $a Suh, Daeseok. $3 1685173
245 1 0 $a Impact of generic advertising on brand advertising in food and agricultural industries.
300 $a 78 p.
500 $a Source: Dissertation Abstracts International, Volume: 72-06, Section: A, page: .
500 $a Adviser: Chanjin Chung.
502 $a Thesis (Ph.D.)--Oklahoma State University, 2010.
520 $a Generic advertising programs managed by several agricultural commodity groups are collective economic actions to promote agricultural products. Several previous studies have shown the effectiveness of generic advertising in increasing producer benefits both empirically and analytically. While some producers favor generic advertising, others claim that generic advertising hinders effective brand advertising efforts.
520 $a This study investigates the relationship between generic and brand advertising programs. A few previous studies indicate that generic advertising could harm highly differentiated brand producers. Although these studies provide a useful framework for understanding the relationship between generic and brand advertising programs, the relationship has not been clearly identified. Most analytical results from these studies are not able to sign the marginal effects of optimal brand advertising and its effectiveness with respect to generic advertising, and the empirical analysis has rarely been conducted.
520 $a In this study, an analytical model is developed to examine the impact of generic advertising on brand advertising with alternative assumptions on demand changes (shift-up and rotation) and elasticities of prices and advertising. The newly developed model allows us to determine the relationship between generic and brand advertising, which is not clearly shown in previous studies. Numeric simulations are also conducted to further examine the relationship empirically.
520 $a Analytical results show that the sign of impact of generic advertising on individual firm's output is positive when the brand advertising leads to an inelastic demand, while generic advertising with elastic demand increases market demand. Under the same environment, this study finds the impact of generic advertising on optimal brand advertising expenditures to be negative. The marginal effectiveness of generic advertising on the marginal profit of brand advertising also verifies the signs based on the assumptions and scenarios.
520 $a Simulation results show that when generic advertising leads to inelastic demand, generic advertising helps brand advertising and could decrease the optimal brand advertising expenditures. However, when generic advertising leads to elastic demand, it negatively affects the profitability of brand advertising and also the marginal effectiveness of brand advertising.
590 $a School code: 0664.
650 4 $a Business Administration, Marketing. $3 1017573
650 4 $a Economics, Agricultural. $3 626648
690 $a 0338
690 $a 0503
710 2 $a Oklahoma State University. $b Agricultural Economics. $3 1266066
773 0 $t Dissertation Abstracts International $g 72-06A.
790 1 0 $a Chung, Chanjin, $e advisor
790 1 0 $a Epplin, Francis $e committee member
790 1 0 $a Henneberry, Shida $e committee member
790 1 0 $a Currier, Kevin $e committee member
790 $a 0664
791 $a Ph.D.
792 $a 2010
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3445350