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| Goddard, Ellen W.; Freebairn, John W.; Griffith, Garry R.. |
| Some issues in the evaluation of generic promotion have received relatively little attention. The agricultural economics literature on brand versus generic advertising is often simple empirically and has not related well to the burgeoning marketing literature on brand/private label strategies. Conversely, that literature does not often consider the implication of the strategies for any but consumers, processors and retailers. Thus, there is a significant gap in terms of branding strategy implications for farmers, in spite of the fact that many farm groups and co-operatives feel that this should be their main marketing goal. This issue becomes more relevant for exporting countries such as Australia given the requirement for country-of-origin labelling in... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Generic promotion; Brand promotion; Private label; Market power; Agribusiness; Marketing. |
| Ano: 2003 |
URL: http://purl.umn.edu/57871 |
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| Hill, Debbie J.; Piggott, Roley R.; Griffith, Garry R.. |
| The motivation for this study rests on two factors. First, Australian dairy farmers spend around $20 million annually on generic promotion and estimates of the returns from this expenditure are required to facilitate efficient investment decisions. Second, while the Australian dairy industry is currently highly regulated despite a substantial reduction in assistance over the past decade, manufacturing milk subsidies are to be eliminated by 2000 and market milk regulations are being reviewed. The profit potential of promotion may vary with the degree of regulation, so past estimates of the returns from promotion may not hold in the competitive environment of the future. Hence, the aim of this study is to examine the effects of government intervention on... |
| Tipo: Working or Discussion Paper |
Palavras-chave: Generic promotion; Dairy; Equilibrium displacement modelling; Livestock Production/Industries; Marketing. |
| Ano: 1999 |
URL: http://purl.umn.edu/12913 |
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