Commodity advertising: Theoretical issues relating to generic and brand promotions

Abstract

Both generic and brand advertising have become increasingly important to food production and marketing systems. These two advertising messages may be complementary or competitive. Generic advertising is generally more factual and most likely reduces entry barriers. As generic advertising is increased, brand advertising will be forced to convey messages that are more difficult to validate. Generic advertising should encourage general consumption of the commodity class while brand advertising is directed to the consumption of specific brands that have both “real” and “fancied” differences.

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