MILKING THE MOST FROM YOUR PROMOTIONAL DOLLARS: AN ANALYSIS OF AGRIBUSINESS FIRMS SERVING U.S.AGRICULTURAL PRODUCERS
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Although the marketing mix has been covered in great detail in many veins of literature, very
little information exists regarding the mix of marketing tools within the agriculture industry
serving U.S. agricultural producers. Using a survey conducted by AgriMarketing magazine in
June 2006, a two-fold analysis is undertaken. This study attempts to determine the differences in
the use of marketing tools by industry and simple regression analysis is conducted to determine
promotional factors that produce a significant impact on sales. Both mass media and other
promotional tools were found to be the most consistently significant factor impacting sales of
firms in the study.