Commodity advertising: the economics and measurement of generic programs
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| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York, NY
Lexington Books
1993
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 294 S. graph. Darst. |
| ISBN: | 002910405X |
Staff View
MARC
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| 100 | 1 | |a Forker, Olan D. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Commodity advertising |b the economics and measurement of generic programs |c Olan D. Forker and Ronald W. Ward |
| 264 | 1 | |a New York, NY |b Lexington Books |c 1993 | |
| 300 | |a 294 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 650 | 4 | |a Advertising |x Brand name products |z United States | |
| 650 | 4 | |a Advertising |x Food |z United States | |
| 650 | 4 | |a Advertising |x Food |z United States |v Case studies | |
| 650 | 4 | |a Generic products |z United States | |
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| 700 | 1 | |a Ward, Ronald W. |e Verfasser |4 aut | |
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Record in the Search Index
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|---|---|
| adam_text | Contents
Figures v
Tables vii
Preface ix
1. Introduction 1
Supply and Demand for Information 2
Types of Commodities 7
Putting the Programs in Perspective 9
Overview of the book 14
2. Commodity Advertising Theory 16
Commodity Characteristics and Information 17
Advertising and Demand for the Commodity 26
Product Demand and Advertising 37
The Conditions for Commodity Advertising 42
Advertising and Market Structures 47
Summary 48
3. Planning Objectives and Commodity Promotion Program
Activities 49
Program Planning Objectives 50
Advertising and Promotion Activities 61
Influencing Consumer Awareness 63
Summary 76
iii
iv • Commodity Advertising
4. Support for Agricultural Commodity Advertising and
Promotion Programs 78
Legislative Support for Programs 79
Rationale for Promotion Legislation 86
Procedures for Determining Producer Support 90
Administration and Policy Decisions 93
Summary 98
5. A Description of Commodity Promotion Programs 100
An Overview 100
National Programs Operationg under Federal Legislation 107
Some Observations about the Federal Promotion Programs 132
Promotion Programs under State Legislation 138
Promotion Programs Funded with Public Funds 151
Summary 156
6. Evaluating Commodity Advertising and Promotion
Programs 158
Postprogram Evaluation 161
Preprogram Evaluations 181
Checkoff Data and Data Issues 185
Summary 194
7. Selected Case Studies of Commodity Advertising Program
Evaluation 196
Advertising Case Studies 197
Overview of Econometric Studies 242
Summary 250
8. Conclusions and Promotion Policy Issues 251
The Public Interest 252
Public Policy 256
Generic Advertising and the Degree of Competition 264
Generic Advertising and Farm Policy 266
Summary 268
Notes 275
References 279
Index 286
Figures
1 1. Commodity Advertising and Promotion Issues 12
2—1. Linking Commodity Advertising and Demand 27
2 2. Linkage between Product and Characteristics 32
2 3. Advertising and the Household Production of
Characteristics 33
2 4. Impact of Advertising on Product Characteristics Over
Time 35
2 5. Generic and Brand Advertising Effects on Markets 41
3 1. The Process of Strategic Planning for Commodity Promotion
Organizations 51
3 2. Linkage between Advertising and Return to Commodity
Producer Groups 52
3 3. Impact of Advertising on Total Revenue,
Short Run Case 53
3 4. Impact of Advertising on Total Revenue,
Long Run Case 54
3 5. Conceptual Advertising Response Curve 55
3 6. Relations between the Retail and Farm Level Advertising
Response Curves when Processors and Distributors Retain the
Benefits 56
3 7. Maximizing Returns from Advertising Investment with a
Fixed Budget, 2 Product Case 57
3 8. Relationship between Retail Level and Farm Level
Advertising Induced Demand Increases 59
5 1. Organizational Structure of the National Dairy Promotion
Program, 1991 109
v
vi • Commodity Advertising
5 2. Organizational Structure of the National Beef Promotion
Programs, 1990 91 118
6 1. Evaluating Commodity Advertising and Promotion
Programs 159
6 2. Theoretical Demand Response to Checkoff
Expenditures 165
6 3. Price Changes in Response to Adjustments in Supply and
Demand 167
6 4. Conceptual Lagged Advertising Effects 171
6—5. Changing Advertising Effectiveness Over Time 173
7—1. Changes in the Advertising and Time Parameters in the
Pre Act and Post Act Dairy Checkoff Periods
(Kappa = .0015) 202
7 2. Beef Checkoff Demand Response for Live Weight, Boxed Beef
and Retail Beef (Based on CPI for 91:2) 210
7 3. Demand Adjustments with Washington Apple Advertising
(Cable Coverage = 62% and National TV Media) 218
7 4. Washington Apple Advertising Effectiveness According to
TV Share of Expenditures (Cable TV Coverage = 62% of
population, National TV Allocation = 50% of
expenditures) 220
7 5. Generic and Brand Advertising Responses in the Orange Juice
Model 227
7 6. Gains in Orange Juice Sales Attributed to Generic and Brand
Advertising 228
7 7. Coupon Redemption According to Media and Coupon
Value 236
7 8. Coupon Effect on the Average Household Demand for Orange
Juice 238
8 1. Producer and Consumer Surplus 253
Tables
3 1. Percentage of Commodity Promotion Funds allocated to Various
Budget Items 68
3 2. Total Commodity Promotion Expenditures Budgeted for
Various Items 69
4—1. Research and Promotion Programs Authorized by Federal
Legislation 83
4 2. Federal Commodity Promotion Programs 94
5 1. Commodities with Promotion Programs 102
5 2. Number of Commodity Promotion Organizations, Total Staff,
and Total Budgets, United States, 1990 104
5 3. Federal Commodity Promotion Programs: Assessment Rate
and Coverage 105
5 4. National Promotion Programs Operating under Stand Alone
Federal Legislation, 1992 108
5 5. Expenditures of the Nationwide Dairy Promotion Program,
1984 85 and 1990 91 111
5 6. Revenue and Expenditures of the National Dairy Board, 1986,
1990, and 1991 112
5 7. Revenues and Expenditures of the United Dairy Industry
Association, 1986, 1990, and 1991 113
5 8. Expenditures of the Wisconsin Milk Marketing Board, 1986,
1990, and 1991 114
5 9. Budgeted Expenditures of the California Milk Advisory Boards,
1989, 1990, and 1991 115
5 10. Revenue and Expenditures of the Beef Promotion and Research
Board, 1988, 1990, and 1991 119
5 11. Revenue Source and Program Expenditures of the National
Live Stock and Meat Board on Beef/Veal Promotion, 1986,
1990, and 1991 120
5 12. Cotton Incorporated Budgets, 1988, 1990, and 1991 123
5 13. Revenue and Expenditures of National Pork Board, 1989,
1990, and 1991 124
5 14. Revenue and Expenditures of the American Egg Board, 1989,
1990, and 1991 127
vii
viii • Commodity Advertising
5 15. Federal Marketing Orders with Advertising Programs, 1989 130
5 16. States with Legislated Commodity Promotion Programs, 1989 140
5 17. Commodities with State Legislated Promotion Programs,
1989 142
5 18. Program Expenditures of the Florida Department of Citrus,
1988 89 to 1991 92 144
5 19. Budgeted Expenditures of the California Raisin Advisory Board,
1988 89 148
5 20. Revenues and expenses of the Washington State Apple Commission,
1987 88 149
5 21. Publicly Funded Export Promotion Programs, 1987 89 152
5 22. State Logos Used to Promote State Grown Commodities,
1990 155
7 1. Variable Definitions and Notation for the Pooled Cross Section
Time Series Model for Fluid Milk Advertising 200
7 2. Estimated Gains in Fluid Milk Sales for the Pre and Post Act
Periods 204
7 3. Estimated Beef Checkoff Model, 79:2 91:2 209
7 4. Estimated Rate of Return to the National Beef Checkoff
Programs 211
7 5. Econometric Estimates for the Washington Apple Advertising
Model 214
7 6. Rate of Gains to Washington Apple Advertising Programs 216
7 7. Estimates of Mean Elasticities of Demand for Wool in
Apparels 222
7 8. Estimated Orange Juice Advertising Model 225
7—9. Regression Results for Alternative Functional Forms of the Cheese
Demand Equation, New York City Area, Monthly Data,
1979 81 229
7 10. Summary of Model Simulation Results on the Effect of Regional
and National Generic Cheese Advertising on National
At Home Consumption, September 1984 to June 1987 230
7 11. OLS Estimates of the Coupon Redemption Model 234
7 12. Probit Model Estimates for Switching of Storage Method for
Fresh Tomatos 243
8 1. Farmer s Share of an Advertising Tax for Hypothetical Values of
Farm Supply and Retail Demand Elasticities 259
8 2. Summary of the Impacts of Market Competition and Farm Policy on
Advertising Effectiveness 269
|
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| spelling | Forker, Olan D. Verfasser aut Commodity advertising the economics and measurement of generic programs Olan D. Forker and Ronald W. Ward New York, NY Lexington Books 1993 294 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Reclame gtt Reclamecampagnes gtt Advertising Brand name products United States Advertising Food United States Advertising Food United States Case studies Generic products United States USA (DE-588)4522595-3 Fallstudiensammlung gnd-content Ward, Ronald W. Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006746634&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Forker, Olan D. Ward, Ronald W. Commodity advertising the economics and measurement of generic programs Reclame gtt Reclamecampagnes gtt Advertising Brand name products United States Advertising Food United States Advertising Food United States Case studies Generic products United States |
| subject_GND | (DE-588)4522595-3 |
| title | Commodity advertising the economics and measurement of generic programs |
| title_auth | Commodity advertising the economics and measurement of generic programs |
| title_exact_search | Commodity advertising the economics and measurement of generic programs |
| title_full | Commodity advertising the economics and measurement of generic programs Olan D. Forker and Ronald W. Ward |
| title_fullStr | Commodity advertising the economics and measurement of generic programs Olan D. Forker and Ronald W. Ward |
| title_full_unstemmed | Commodity advertising the economics and measurement of generic programs Olan D. Forker and Ronald W. Ward |
| title_short | Commodity advertising |
| title_sort | commodity advertising the economics and measurement of generic programs |
| title_sub | the economics and measurement of generic programs |
| topic | Reclame gtt Reclamecampagnes gtt Advertising Brand name products United States Advertising Food United States Advertising Food United States Case studies Generic products United States |
| topic_facet | Reclame Reclamecampagnes Advertising Brand name products United States Advertising Food United States Advertising Food United States Case studies Generic products United States USA Fallstudiensammlung |
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