Hostname: page-component-7479d7b7d-k7p5g Total loading time: 0 Render date: 2024-07-12T23:08:28.886Z Has data issue: false hasContentIssue false
  • English
  • Français

Generic Advertising, Fob Price Promotion, and Fob Revenue: A Case Study of the Florida Grapefruit Juice Industry

Published online by Cambridge University Press:  28 April 2015

Jonq-Ying Lee
Jonq-Ying Lee*
Affiliation:
Florida Department of Citrus, Food and Resource Economics Department, University of Florida, Gainesville, Florida
Get access Rights & Permissions [Opens in a new window]

Extract

Each year many agricultural commodity groups spend millions of dollars advertising and promoting generic products. Generic advertising of a number of farm commodities occurs under federal authorization, under separate legislation or under marketing orders, or it is funded by producers on a voluntary contribution or mandatory basis.

More than three-fourths of the advertising programs operating under separate federal legislation or marketing order authority have been initiated during the past ten years (Armbruster). In addition to existing advertising programs, several advertising programs authorized under federal legislation were voted down by producers in a referendum: the most recent case was a beef referendum.

Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 13 , Issue 2 , December 1981 , pp. 69 - 78
Copyright
Copyright © Southern Agricultural Economics Association 1981

Access options

Get access to the full version of this content by using one of the access options below. (Log in options will check for institutional or personal access. Content may require purchase if you do not have access.)

References

Advertising Age. “Cost-push, Demand-pull Force Up Media Prices.” September 25, 1978, p. 124.Google Scholar
Armbruster, Walter J. “Advertising Farm Commodities.” Paper presented at the symposium of Advertising and the Food System. Airlie House, Virginia, November 5, 6, 1980.Google Scholar
Baumol, William J.Business Behavior, Value and Growth. Rev. ed. New York: Harcourt, Brace & World, 1967, Chapters 5–10.Google Scholar
Phillip, Cooper J. “Two Approaches to Polynomial Distributed Lags Estimations: An Expository Note and Comment.” Amer. Statis. June 1972.Google Scholar
Florida Citrus Processors Association. Statistical Summary. Winter Haven, Florida. Selected issues.Google Scholar
Florida Crop and Livestock Reporting Service. Florida Citrus. Orlando, Florida. Selected issues.Google Scholar
Florida Department of Citrus. Unpublished data compiled by Economic Research Department, Florida Department of Citrus.Google Scholar
Goldberger, A. S.Econometric Theory. New York: John Wiley, 1964.Google Scholar
Hochman, Eithan, Regev, Uri, and Ward, Ronald W. “Optimal Advertising Signals in the Florida Citrus Industry: A Research Application.” Amer. Agri J. Econ. 56(1974):697–705.CrossRefGoogle Scholar
Marketing Research Coporation of America. Consumer Purchases and Average Prices. Selected issues.Google Scholar
Marris, Robin. “A Model of the ‘Managerial’ Enterprise.” Quart. J. Econ. May 1963, pp. 185–209.Google Scholar
McClelland, E. L., Polopolous, Leo, and Myers, Lester H. “Optimal Allocation of Generic Advertising Budgets.” Amer. J. Agri. Econ. 53(1971):565–72.CrossRefGoogle Scholar
Parlett, Ralph L. and Henderson, Peter L. “Promotional Activities of Agricultural Promotion Groups.” Mimeo. Washington, D.C.ERS, USDA. Undated.Google Scholar
Penrose, Edith T.The Theory of Growth of the Firm. Oxford: Blackwell, 1959.Google Scholar
Thomson, Stanley R. and Eiler, Doyle A. “Producer Returns from Increased Milk Advertising.” Amer. J. Agri. Econ. 57(1975):505–08.CrossRefGoogle Scholar
Twining, C. R. and Henderson, P. L., “Promotional Activities of Agricultural Groups.” Marketing Research Report No. 742. Washington, D.C., ERS, USDA, 1965.Google Scholar
U.S. Department of Commerce, Bureau of Economic Analysis. Survey of Current Business. Selected issues.Google Scholar
Ward, Ronald W.The Economic Impact of Canned Grapefruit Advertising and Pricing Strategies. Economic Research Department, Florida Department of Citrus, CIR 74–3. May 1974.Google Scholar
Ward, Ronald W. “Revisiting the Forfman-Steiner Statis Advertising Theorem: An Application to the Processed Grapefruit Industry.” Amer. J. Agri. Econ. 57(1975):500–04.CrossRefGoogle Scholar
Williamson, J. “Profit, Growth and Sales Maximation.” Economica, February 1966, pp. 1–16.CrossRefGoogle Scholar
Womack, Abner W. and Matthews, Jim L. “Linear Approximations of Nonlinear Relationships by the Taylor's Series Expansion Revisited.” Agr. Econ. Res. 24(1972). ERS, USDA.Google Scholar