By Olan Forker
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Extra resources for Commodity Advertising
Figure 1-1 identifies five major groups as significant participants in disseminating and using information through commodity advertising and promotion. One can view the influence of commodity advertising moving through the vertical marketing channels for any commodity. Firms view commodity advertising and generic efforts differently from the remaining participants. For the firm, four main issues become paramount. Will the advertising create growth for the specific firm, and how will it change market shares?
One can view the influence of commodity advertising moving through the vertical marketing channels for any commodity. Firms view commodity advertising and generic efforts differently from the remaining participants. For the firm, four main issues become paramount. Will the advertising create growth for the specific firm, and how will it change market shares? How will generic advertising influence the firm's ability to achieve product differentiation? Is brand and generic advertising at odds when considering brand differentiation objectives?
Their issues center around creative design and delivery, audience targeting, and program performance; the criteria for judging may differ from that of the commodity groups and firms. Figure 1-1 is drawn with linkages between the groups, implying some coordination of information flow among the groups. Clearly, the importance and linkage will differ depending on the commodity being studied. Firms, the commodity groups, and the agencies are all suppliers of Page 12 Image not available. Figure 1-1.
Commodity Advertising by Olan Forker