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Newspaper advertising in food marketing

Agricultural Communications Documentation Center (ACDC)
Gallo, Anthony E. (main author), Boehm, William T. (author)
Journal article
Publication Date:
USA: AgEcon
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
advertising, consumers, education effects, expenditures, food, marketing, media effectiveness, media use, newspapers, promotion, radio, sales promotion, television, value of information, outdoor, food industry, marketing communication, circulars, convenience stores
4 pages., via database, Much attention has been focused on the relationship between advertising and food prices. Critics argue that advertising food products only increases costs-costs that consumers ultimately must pay. Others contend that the advertising is quite beneficial from an information perspective, particularly in light of its relatively small cost. Newspapers are one of the principal means of advertising by the food industry, second only to television. In 1978, almost $1 billion was spent for newspaper ads by firms in the food marketing system (foodstores, food manufacturers, and eating and drinking places). These ads are read by three out of every four consumers. Among all retailers, grocery stores rank third in the volume of newspaper advertising purchased; food manufacturers rank fifth among all manufacturers.