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Generic advertising works - can brand advertising work as well?



Generic advertising works - can brand advertising work as well?



Proceedings of the XXIII International Dairy Congress, Montreal, October 8-12, 1990, Vol 3: 2473-2478



From the point of view of the industry as a whole, branded advertising is clearly inferior to generic advertising in increasing total industry returns, with one exception, and that is when one brand is so dominant that the market conduct is the equivalent of generic. The very purpose of generic advertising compared with branded is the main reason for its success.

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Accession: 002116825

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