CONTENTS

Relative Impacts of Generic Advertising: The Case of Salmon

Tables 1 & 2

Director’s Column

Next Meeting

NEC-63 Fall 2003 October 6-7, 2003 Embassy Suites Hotel South Lake Tahoe, CA Evaluation of Non-Advertising Promotion Strategies

Director's Column

by Harry M. Kaiser

We had an excellent meeting of NICPRE’s Advisory Committee in Orlando, Florida on February 25, 2003. Much of the discussion was devoted to research priorities for NICPRE for the forthcoming year, and the following issues emerged as important priorities for future NICPRE research.

• impact of generic promotion effectiveness in increasingly product differentiated markets.
  
  
• free ridership issues in traded goods.
  
  
• strategic behavior of commodity promotion in evolving market structure.
  
  
• evaluation of partnering programs, e.g, generic-brand programs.
  
  
• evaluation of food service activities of checkoff programs.

I will use these recommendations to guide my decisions regarding NICPRE research subcontracts for the forthcoming fiscal year. In addition, the staff at Cornell will also work on some projects related to these issues.

I want to thank the Advisory Committee for taking time out of their busy schedules to meet with us. As always, the input provided from these meetings help us immensely in shaping the forthcoming research directions for NICPRE.