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Filtering by: Keyword Generic vs Brand Promotion Remove constraint Keyword: Generic vs Brand Promotion Language English [eng] Remove constraint Language: English [eng]

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  • Generic Advertising for the Seafood Industry

    Creator:
    Armbruster, Walter J.
    Abstract:
    The seafood industry is one part of the food industry competing for consumer protein demand. Generic advertising or promotion offers one approach to expand that demand. Generic promotion programs focus on market expansion involving an entire industry or segment. They involve advertising directly to the final consumer or to institutional...
    Resource Type:
    Research Paper
    Full Text:
    advertising or promotion offers one approach to expand that demand. Generic promotion programs focus on

  • Generic Advertising for Fish: Results from a Research-based Campaign

    Creator:
    Grunert, Klaus G. and Scholderer, Joachim
    Abstract:
    Before and after the 3-year generic advertising campaign for fresh fish in Denmark, representative consumer samples were surveyed with regard to their attitudes towards fresh fish, perceived family norms, availability of fresh fish in shops, meal preparation skills, intentions to buy fresh fish, and actual consumption frequencies. In the pre-campaign...
    Resource Type:
    Research Paper
    Full Text:
    . Keywords: Consumer attitudes, generic promotion, fresh fish, advertising effects, structural equation

  • Measuring the Effects of the 1998/99 Pan-European Salmon Marketing Campaign in Germany and France

    Creator:
    Myrland, Øystein and Kinnucan, Henry W.
    Abstract:
    In July 1997 a trade agreement between Norway and the European Union went into effect. The agreement specifies an increase in the export levy on Norwegian salmon entering the EU from 0.75% to 3.00% ad valorem. The proceeds of the levy are to be used by the Norwegian Seafood Export...
    Resource Type:
    Research Paper
    Full Text:
    generic advertising of atlantic salmon in the European markets, the so called Pan-European Salmon