Advertising Commodities Can Be Tricky, but It Does Pay Off By HAL R. VARIAN ECON

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Advertising Commodities Can Be Tricky, but It Does Pay Off By HAL R. VARIAN ECONOMISTS classify advertising into two broad types: informational advertising and image advertising. Classified ads, yellow pages and search engine ads are examples of the first category; they provide specific information about products and services. These are quite different from ads for, say, soft drinks. Such ads do not typically offer new information. Instead, they seek to convey a positive image of a product by associating it with attractive people who seem to be having a lot of fun. If you drink the right brand of soda or beer, maybe you'll have fun, too. There is a third, lesser known type of ad called commodity advertising. These ads focus on generic products like agricultural commodities. Well-known examples are the "California Raisins," "Got Milk?" and "Real California Cheese" campaigns. Four agricultural economists

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