Brand versus generic advertising: a conceptual framework with an application to cheese

Article Abstract:

Differences between generic and brand advertising are examined using an inference-based model describing advertising in the Canadian cheese industry. Generic advertising affected early stages of consumer preference, while brand advertising displayed effects in the latter stage of the consumer decision-making process. Thus, both advertising types mutually reinforced the other's impact on consumer purchasing.

Cheese, natural and processed, Cheese, Cheese Manufacturing, Marketing, Dairy industry, Dairy products industry

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Advertising effect on the market demand elasticity: A note

Article Abstract:

Propositions about the relationship between advertising and the market demand elasticity that may prove useful are developed. Two issues such as the nature and extent of changes in the market demand elasticity when advertising shifts the demand curve in a parallel fashion, and testing for price-advertising interaction effects, are highlighted.

United States, Models, Influence, Elasticity (Economics)

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Measures of precision for estimated welfare effects for producers from generic advertising

Article Abstract:

Empirical methods for determining measures of welfare effects for producers from generic advertising is developed. A multi-market equilibrium displacement model ( EDM), combined with economic theory beliefs is used to calculate the effect.

Methods, Equilibrium (Economics)

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