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 language | English (US) |
|---|---|
| Journal | Economics Bulletin |
| Volume | 13 |
| Issue number | 3 |
| State | Published - Sep 18 2007 |
All Science Journal Classification (ASJC) codes
- Economics, Econometrics and Finance(all)