Understanding the U.S. Generic Advertising System and Its Role in Information Management Among Commodities and Food Systems
2007
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Title
Understanding the U.S. Generic Advertising System and Its Role in Information Management Among Commodities and Food Systems
Keywords
"Beef; it's what's for Dinner." "Got Milk?" "Pork; the Other White Meat." "Flowers. Alive
with Possibilities." These messages are examples of common terms familiar to individuals involved
in the supply chain for major agricultural products in the U.S. Information about products
is a key ingredient to the successful movement of the goods from production to final
consumption. Many foods; fibers and goods purchased for the aesthetic purposes maintain
much of their form throughout the supply chain. Often processing and handling are major
functions that can lead to new product forms and even potential for food safety issues at every
stage of the distribution. Final demand for these products is partially a function of the state of
information about the entire system from production to the final outlet. This is particularly true
for issues related to food safety and health. Potential consumers may have limited knowledge
of the product attributes; may have perceptions that are not factual; and may simply need to be
reminded about the product. As products move through the supply chain; much of the information
comes from three sources: (1) mandatory labeling; (2) branding; and (3) industry funded
programs. In the U.S. system industry funded promotions are referred to as commodity checkoff
program and is a mechanism for supporting generic advertising. Depending on the industry; the messages may target many points in the supply chain but almost always originate at the producer
or first-handler levels. They are government-sanctioned but producer-funded efforts to
enhance the demand for commodities. As opposed to advertising for specific brands of a product
by particular producers; generic advertising is generally a cooperative effort of a large group of
producers (suppliers) using advertising and promotions to enhance the demand for nearly homogeneous
products.
Author(s)
Subject(s)
Issue Date
2007
Publication Type
Conference Paper/ Presentation
DOI and Other Identifiers
Record Identifier
https://ageconsearch.umn.edu/record/6612
PURL Identifier
http://purl.umn.edu/6612
Language
English
Total Pages
13
Series Statement
Seminar Paper