By Olan Forker
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Extra resources for Commodity Advertising
When comparing foods to fibers, it is more likely that food consumption is closer to the habit persistence model, whereas fibers and skins are more susceptible to experimentation. Hence, consumer responsiveness to generic advertising and promotion will differ depending on how the commodity is used. A third set of agricultural goods satisfies primarily aesthetic needs. The growing floral industry produces products that are almost exclusively used for their aesthetic characteristics and environmental benefits.
Without their response, much of our work would probably still be on the shelf. We thank our respective department chairs and many colleagues who were supportive of this effort. Early in the writing of this book, we interviewed a large number of individuals in the commodity promotion industry, and we have received the benefit of the ideas and suggestions of many other colleagues in government and at various universities. We thank them all, but especially we thank Walter Armbruster, James Blaylock, Tom Cox, George deJager, Bill Diggins, Peter Gould, Tom Hale, Susan Hurst, John Huston, Chuck Lambert, Jong Lee, John Lenz, Donald Liu, Archie MacDonald, Les Myers, Rick Naczi, Lyle Newcomb, Barry Pfouts, Jeanna Sowa, Nancy Sprecher, Tom Swearingen, Stanley Thompson, Bill Underwood, Jay Ward-ell, and Joe Westwater.
The product in some form flows through the marketing system. As the product flows through the system, its economic value must be established at each point of exchange and transformation. Pricing systems, accounting practices, government support policies, industry structure, and consumer preferences all influence the establishment of the economic value or price of the good. Finally, along with the product flow and establishing the economic value, there must be a parallel flow of information about the product; otherwise, consumers would not be aware of the product and its attributes.
Commodity Advertising by Olan Forker