The Incidence of the Costs and Benefits of Generic Advertising

  title={The Incidence of the Costs and Benefits of Generic Advertising},
  author={Julian M. Alston and James A. Chalfant and Nicholas E. Piggott},
Generic advertising is important and controversial. In 1990, commodity organizations in the United States spent over $300 million on advertising (Lenz, Forker, and Hurst). The controversy over generic advertising is reflected in recent court cases, such as the 1996 Wileman case heard before the U.S. Supreme Court. Controversy over generic advertising also exists within the agricultural economics profession. A wide range of results can be found in past studies, partly because of differentdata… CONTINUE READING


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