Effects of Generic Advertisement on Demand: The Case of the Washington State Apple Commission

No hay miniatura disponible

Fecha

Autores

Título de la revista

ISSN de la revista

Título del volumen

Editor

Resumen

Descripción

The Washington Apple Commission (WAC) generically promoted apples for the Washington state industry from 1937 until 2003. This paper provides an analysis of the effects on demand attributable to these activities. Demand movement associated with promotion tends to be positive, though the results are mixed. Overall, WAC promotion increased growers’ total revenue by approximately $53.4 million for 2002. The estimated average return to advertising topped $8.7 per dollar of advertising. Continuing selected promotional activities could increase revenue for growers if these activities could be carried out by voluntary, coordinated efforts.

Palabras clave

Citación

URI

http://hdl.handle.net/123456789/557656

Ver documento

https://ageconsearch.umn.edu/record/55974/files/Wilmot.pdf

Colecciones

University of Minnesota