Selling It, Co-op Advertising Lags Behind Private Sector Food Companies
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
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.