Does Generic Advertising Help or Hurt Brand Advertising?

The purpose of this study is to investigate whether the generic advertising helps or hurts the brand advertising within the differentiated product environments. We develop an analytical model that includes both generic and brand advertising expenditures considering vertical product differentiation. Then the analysis is devoted to examine how marginal effects of expenditure affect each other under product differentiation. To help examine the relationship, we also include a new variable, the degree of product differentiation. Analytical results show that when the generic advertising increases the product differentiation, the high quality brand tends to take benefits while the low quality brand loses. When generic advertising includes messages that do not differentiate quality attributes, the high quality brand loses while the low quality brand takes benefits.check off, generic advertising, brand advertising, vertical product differentiation, Marketing,

Generic Advertising in Concentrated and Differentiated Agricultural Markets

This study develops an analytical framework to examine the impact of generic advertising on brand advertising with alternative assumptions on demand changes (shift-up and rotation), product differentiation, market concentration, and relationship between commodity and brand advertising programs. The newly developed model allows one to determine the relationship between generic and brand advertising, which has not been clearly shown in previous studies. Analytical results show that when generic advertising leads to an inelastic demand, generic advertising would help brand advertising and could decrease the optimal brand advertising expenditures. However, when generic advertising leads to an elastic demand, it would negatively affect the profitability of brand advertising.generic advertising, brand advertising, product differentiation., Agribusiness, Demand and Price Analysis, Industrial Organization, Marketing,

Situation and Outlook as Vegetable Sector

Red pepper area is forecast to be reduced to 61,200ha(20ll). Yield per lOa is expected to increase to 327kg(201 l). As a result, production is estimated to be 200,000ton(201 l). Garlic area is forecast to be reduced to 36,000ha(201 l). Yield per lOa is expected to increase to l,416kg(201 l). As a result, production is estimated to be 513,0ooton(201 l). Onion area is forecast to be increased to 19,800ha(201 l). Yield per lOa is expected to increase to 6, 100kg(201 l). As a result, production is estimated to be 1.21 million ton(2011) Planted areas of Chinese cabbage and radish have slightly fallen in 1991 /2000. Autumn planting of both has declined about 3%, but Spring and Summer planting have risen up. It shows that demand for chinese cabbage and radish has been constant throughout the year. Demand for chinese cabbage and radish is forecast to remain flat in Spring, increase slightly in Summer, and decrease in Autumn. According to this, whole demands will be likely to slowdown. Reduction in demands will likely lead to decreasing planted area

Does Generic Advertising Help or Hurt Brand Advertising?

The purpose of this study is to investigate whether the generic advertising helps or hurts the brand advertising within the differentiated product environments. We develop an analytical model that includes both generic and brand advertising expenditures considering vertical product differentiation. Then the analysis is devoted to examine how marginal effects of expenditure affect each other under product differentiation. To help examine the relationship, we also include a new variable, the degree of product differentiation. Analytical results show that when the generic advertising increases the product differentiation, the high quality brand tends to take benefits while the low quality brand loses. When generic advertising includes messages that do not differentiate quality attributes, the high quality brand loses while the low quality brand takes benefits

Generic Advertising in Concentrated and Differentiated Agricultural Markets

This study develops an analytical framework to examine the impact of generic advertising on brand advertising with alternative assumptions on demand changes (shift-up and rotation), product differentiation, market concentration, and relationship between commodity and brand advertising programs. The newly developed model allows one to determine the relationship between generic and brand advertising, which has not been clearly shown in previous studies. Analytical results show that when generic advertising leads to an inelastic demand, generic advertising would help brand advertising and could decrease the optimal brand advertising expenditures. However, when generic advertising leads to an elastic demand, it would negatively affect the profitability of brand advertising