Commodity Advertising by Olan Forker

By Olan Forker

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Extra resources for Commodity Advertising

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Tropicana brand orange juice is a good example of a national brand for a product that also has a generic advertising program; Jimmy Dean sausage is another established brand for a commodity with parallel generic efforts. Programs through a trade association are one step closer to a generic program in that the design is intended to benefit all members. The fundamental problem is that the programs are underwritten through voluntary participation. Although there may be political pressure for groups to participate, legally trade associations are not mandatory.

One must have a clear understanding of these four basic classifications in order to design and assess the potential success of a commodity advertising program. The type of commodity and its uses will determine the message to be communicated, the media needed for delivering the messages, the targeted audience, and the intensity and degree of coordination needed. Page 9 Generic Program Limits and Controls In later chapters, a complete inventory of agricultural commodity promotional programs is documented.

This may be new knowledge or a change in perceptions about product attributes. Either way, the knowledge base has changed, and the potential for deviations from the habit persistence pattern is significant. Factual knowledge about a product can have a direct impact on long-term habits; as an example, continued concern with cholesterol and belief in the health attributes of oats has led to longterm habit changes toward eating more oat grain products. This leads to longer-term repeat purchases of the specific product(s).

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