Generic Advertising for the Seafood Industry
By Walter J. Armbruster
abstract
- Basic Context
This section would outline a framework for these programs, including economic justification for advertising and the conditions for commodity advertising within an industry. It will deal with program objectives for generic promotion programs in the seafood industry, what the industry would need to do to get such programs authorized legislatively, and the challenges for implementation.
- This section would address policy issues and equity concerns, including discussion about the cost and relative burden, the industry structure and implications for program cost, as well as distribution of benefits, and possible government oversight requirements of federally mandated programs. It would also look at how to structure programs to serve the range of industry participants.
- This section would cite some examples of generic promotion programs in the seafood industry, including the Catfish Institute funded by the state of Alabama, the Alaska salmon industry program, and the earlier federal-government-sponsored pilot program for generic advertising the seafood which had a health focus.
- This section might talk about some examples from international arenas, including the Norway Salmon Promotion Program developed as a remedy in the EU trade dispute settlement whereby Norway has an export levy which it uses to fund generic promotion of north Atlantic salmon into the EU and internationally. It would also include any other examples I am able to develop by contacting some people who are knowledgeable of the seafood industry. Alternatively, this would be included in the previous section.
- This section would wrap up with an overview of the challenges faced if the industry wished to move forward with such programs.
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