Purpose – This article aims to stimulate discussion of how the advertising of brands affects the product category by creating generic demand. Design/methodology/approach – The article outlines the author's personal viewpoint. Findings – Although greater emphasis has been given to generic...

Shelf access fees and cooperative merchandising agreements are tactics that clearly give power to big business, and nowhere is this more evident than in the soft drink wars. The lack of legal protection against these tactics by US regulators can squeeze small brands out of the retail environment...

The misguided effort to change the smoking behavior of college students using the same anti‐smoking messages created for young teens apparently stems from the misplaced marketing belief that ads designed to prevent young teens from smoking can also effectively encourage college‐student...