Advertising and Promotion in Food MarketingU.S. Department of Agriculture, Economic Research Service, National Economics Division, 1984 - Advertising - 37 pages Extract: Food is the most advertised product in the United States, amounting to $8 to $10 billion in 1980 and accounting for between 3 and 4 cents of each food dollar. Food manufacturers have increased their share of advertising and promotion expense while the retailer's share has gone down because of declining use of trading stamps. Promotion by fast food restaurants increased sharply over the past decade. Electronic advertising accounts for about 40 percent of food promotion, while printed and premium promotion account for a fourth each. Couponing, the fastest growing promotion form, accounted for about 11 percent. Between $2 and $4 billion of total food advertising was spent on manufacturers' promotion to the retailer. Advertising and promotion had little impact on increasing total U.S. food consumption, but may have diverted food purchases towards more heavily promoted foods. |
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$4 billion 25 percent 40 percent A/S ratio advertising accounted advertising and promotion advertising budget advertising dollar Advertising type billboards billion in 1979 brand advertising Breakfast cereals cent contests and sweepstakes decline Discount coupons display drinking places eating and drinking estimated fast food fast food chains food advertising expenditures food at home food chains food expenditures food industry food manufacturers food prices food processors food products food shipments foods tores grocery stores Incentive advertising incentive promotions income magazines Mass media merchandise Mil Pct Million dollars national media advertising Newspaper ads newspaper advertising Newspaper supplements percent of food percent of media percent of total percentage portion of food pull advertising push promotion redeemed restaurants retailers rose sales force sales ratio sharply shelf space Soft drinks Source spot radio Spot television store brands sumer sweepstakes and contests Table television advertising total food advertising total U.S. trade fairs U.S. Department U.S. food