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Abstract

When it comes to advertising, food processors out-spend every other sector of the economy. However, farmer-owned cooperatives seem less enamored of the powers of Madison Avenue than their privately owned counterparts in the food industry. Advertising data spanning a 20-year period, from 1967 to 1987, show that agricultural cooperatives spent proportionately less to advertise their brand-name products (based on their share of food dollars) than did non-cooperative food processors. The data also indicate that cooperatives' share of branded advertising expenditures has remained unchanged during the 20-year period examined for this study.

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