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Lexington Books An Imprint of Macmillan, Inc. New York Maxwell Macmillan Canada Toronto Maxwell Macmillan International New York Oxford Singapore Sydney
Page ii
We dedicate this book to our supportive wives, Katie and Geraldine
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Library of Congress Cataloging-in-Publication Data
Forker, Olan D. Commodity advertising: the economics and measurement of generic programs / Olan D. Forker and Ronald W. Ward. p. cm. Includes bibliographical references. ISBN 0-02-910405-X 1. AdvertisingFoodUnited States. 2. Generic productsUnited States. 3. AdvertisingBrand name productsUnited States. 4. AdvertisingFoodUnited StatesCase studies. I. Ward, Ronald W. II. Title. HF6161.F616F67 1993 659.1'13dc20 92-38941 CIP
Copyright 1993 by Lexington Books An Imprint of Macmillan, Inc.
All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording, or by any information storage and retrieval system, without permission in writing from the Publisher.
Lexington Books An Imprint of Macmillan, Inc. 866 Third Avenue, New York, N.Y. 10022
Maxwell Macmillan Canada, Inc. 1200 Eglinton Avenue East Suite 200 Don Mills, Ontario M3C 3N1
Macmillan, Inc. is part of the Maxwell Communication Group of Companies.
Printed in the United States of America
printing number 1 2 3 4 5 6 7 8 9 10
Page iii
Contents
Figures
v
Tables
vii
Preface
ix
1. Introduction
1
Supply and Demand for Information
2
Types of Commodities
7
Putting the Programs in Perspective
9
Overview of the book
14
2. Commodity Advertising Theory
16
Commodity Characteristics and Information
17
Advertising and Demand for the Commodity
26
Product Demand and Advertising
37
The Conditions for Commodity Advertising
42
Advertising and Market Structures
47
Summary
48
3. Planning Objectives and Commodity Promotion Program Activities
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