A note on measuring returns to nonprice export promotion

Article Abstract:

An improved, free-market model for determining returns on marketing of salmon in Germany and France is presented, with caveats relating to analysis of real market conditions versus marginal return.

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Free-rider effects of generic advertising: the case of salmon

Article Abstract:

Free-rider effects is the benefits of price rise caused by generic advertising, which can be received by all the producers of a commodity. The salmon promotion program by the Norwegian Seafood Export Council is used as a case study to analyze the benefits to the Norwegian producers and their competitors.

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Media-specific returns to generic advertising: the case of catfish

Article Abstract:

A study was conducted to find out the profitability of using generic advertising programs in promoting the US catfish industry. Comparative analysis of returns from investing in all types of media that include television, radio and print were done. Results show that an increase in catfish demand resulted from using advertising campaigns released in magazines and radio. On the other hand, catfish advertisements in newspapers and television were found to be ineffective.

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