Almond advertising yields net benefits to growers
This study evaluates the economic impacts of advertising and promotion expenditures funded under the almond marketing order. Over the crop years 1962/63 through 1997/98, the correlation of industry promotion and demand was positive and statistically significant. Almond adv...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of California Agriculture and Natural Resources
2001-01-01
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| Series: | California Agriculture |
| Online Access: | http://calag.ucanr.edu/archive/?article=ca.v055n01p20 |
| Summary: | This study evaluates the economic impacts of advertising and promotion expenditures
funded under the almond marketing order. Over the crop years 1962/63 through 1997/98,
the correlation of industry promotion and demand was positive and statistically significant.
Almond advertising has yielded marginal benefits between $3 and $10 per dollar spent.
The 1994/95 through 1996/97 suspension of the promotion program reduced grower profits
in the range of $88 million to $231 million during the suspension period. |
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| ISSN: | 0008-0845 2160-8091 |