Dynamic strategic responses among advertisers: The case of meat products

Jeffrey Hyde, Brent Gloy

Research output: Contribution to journalArticle

1 Scopus citations

Abstract

The case of strategic advertising response is examined for branded and generic meat products (beef, pork, and poultry). A dynamic conceptual model is developed to identify the determinants of advertising expenditures. A time-series model is then used to examine the competitive behavior of branded and generic meat advertisers. The results identify two types of advertising strategies; those based upon changes in revenues and those based upon changes in competitor advertising expenditures. Most groups employ a mix of revenue-based and advertising-based strategies. The results identify examples of both strategic substitutes and strategic complements. No long-run response to generic advertising by brand advertisers in the same commodity group is found.

Original languageEnglish (US)
JournalEconomics Bulletin
Volume13
Issue number3
StatePublished - Sep 18 2007

All Science Journal Classification (ASJC) codes

  • Economics, Econometrics and Finance(all)

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