Almond advertising yields net benefits to growers

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...

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Bibliographic Details
Main Authors: John M. Crespi, Richard Sexton
Format: Article
Language:English
Published: University of California Agriculture and Natural Resources 2001-01-01
Series:California Agriculture
Online Access:http://calag.ucanr.edu/archive/?article=ca.v055n01p20
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spelling doaj-fd66f4caab8e4e75bad41ebeafa14a5f2020-11-24T20:47:12ZengUniversity of California Agriculture and Natural ResourcesCalifornia Agriculture0008-08452160-80912001-01-01551202510.3733/ca.v055n01p2010.3733/cav055n01_6Almond advertising yields net benefits to growersJohn M. Crespi0Richard Sexton1Department of Agricultural and Resource Economics, UC Davis and Department of Agricultural Economics, Kansas State UniversityDepartment of Agricultural and Resource Economics, UC DavisThis 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.http://calag.ucanr.edu/archive/?article=ca.v055n01p20
collection DOAJ
language English
format Article
sources DOAJ
author John M. Crespi
Richard Sexton
spellingShingle John M. Crespi
Richard Sexton
Almond advertising yields net benefits to growers
California Agriculture
author_facet John M. Crespi
Richard Sexton
author_sort John M. Crespi
title Almond advertising yields net benefits to growers
title_short Almond advertising yields net benefits to growers
title_full Almond advertising yields net benefits to growers
title_fullStr Almond advertising yields net benefits to growers
title_full_unstemmed Almond advertising yields net benefits to growers
title_sort almond advertising yields net benefits to growers
publisher University of California Agriculture and Natural Resources
series California Agriculture
issn 0008-0845
2160-8091
publishDate 2001-01-01
description 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.
url http://calag.ucanr.edu/archive/?article=ca.v055n01p20
work_keys_str_mv AT johnmcrespi almondadvertisingyieldsnetbenefitstogrowers
AT richardsexton almondadvertisingyieldsnetbenefitstogrowers
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