Bunnag, Jane (author / Program Pemtangunan, UNDP, Jakarta, Indonesia) and Program Pemtangunan, UNDP, Jakarta, Indonesia
Format:
Book chapter
Publication Date:
1981
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 71 Document Number: C03178
Notes:
In: Crouch, Bruce R., and Chamala, Shankariah, eds' Extension education and rural development, Volume 1 : international experience in communication and innovation. New York : John Wiley & Sons Ltd., 1981. p. 253-261
James F. Evans Collection, This article surveys the theoretical and empirical literature on the economics of advertising during the last decade. The survey notes several promising advances in theoretical modeling of the role of advertising in consumer choice and social welfare. Numerous empirical investigations of food and other consumer products have established relationships between advertising and market structure or performance indicators. Less progress was found on selected socioeconomic advertising issues that are difficult for traditional economics to handle. (original)
In 1980, the top 10 agricultural advertisers spent about $37 million in farm magazines to reach American farmers. Magazines are a basic tool of agrimarketers, but broadcast media receive an increasing share of advertising dollars.
Delmar Hatesohl Collection, Interview with an advertising agency executive includes a case example of a well-advertised new product launch (meat pie in a steel, pie-shaped container) failed due to lack of product testing. Based on Mr. Neds' presentation to the Missouri Seed Improvement Association.
