Hostname: page-component-586b7cd67f-t8hqh Total loading time: 0 Render date: 2024-11-23T05:01:33.551Z Has data issue: false hasContentIssue false
  • English
  • Français

Financial Benefits of Florida Generic Orange Juice Marketing

Published online by Cambridge University Press:  15 September 2016

Arthur M. Thomas  and
Neil Canter
Arthur M. Thomas
Affiliation:
Marketing Accountability Partnership, a market research company based in Norwalk, Connecticut
Neil Canter
Affiliation:
Marketing Accountability Partnership, a market research company based in Norwalk, Connecticut
Get access

Abstract

The benefits to Florida orange growers of generic orange juice advertising are assessed using additive, nonlinear, regional econometric models, measuring the impact of category and brand marketing efforts on category demand while controlling for pricing and various other factors. The study shows that generic marketing efforts increased orange juice category demand by 8.3 percent, resulting in increased orange prices and a benefit-to-cost ratio to Florida growers of 3.5 to 1. Branded promotional activity was found to primarily fuel brand switching and pantry-loading, with only modest impacts on overall category demand.

Keywords

marketing mixmarketing spend optimizationcheckoff programorange juicebenefit to cost ratio
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 38 , Issue 3 , December 2009 , pp. 431 - 444
Copyright
Copyright © 2009 Northeastern Agricultural and Resource Economics Association 

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

Broadbent, S. 1979. “One Way TV Advertisements Work.” Journal of the Market Research Society 23(3): 139–165.Google Scholar
Broadbent, S. 1984. “Modelling with Adstock.” Journal of the Market Research Society, 26(4): 295–312.Google Scholar
Brown, M.G. 2008. “The Impact of Generic-Orange Juice Advertising.” Research Paper 2008-2. Florida Department of Citrus, Gainesville, FL.Google Scholar
Brown, M.G., and Lee, J.Y. 1999. “Health and Nutrition Advertising Impacts on the Demand for Orange Juice in Fifty Metropolitan Regions.” Journal of Food Products Marketing 5(3): 31–47.Google Scholar
Brown, M.G., and Lee, J.Y. 2002. “Brand and Generic Advertising Impacts in the Rotterdam Model.” Florida Department of Citrus, Gainesville, FL. Google Scholar
Capps, O., Bessler, D.A., and Williams, G.W. 2004a. “Florida Orange Grower Returns From Orange Juice Advertising.” Consumer and Product Research Report No. CP-01-04. Texas Agribusiness Market Research Center, Texas A&M University, College Station, TX.Google Scholar
Capps, O., Bessler, D.A, and Williams, G.W. 2004b. “Advertising and the Retail Demand for Orange Juice.” Consumer and Product Research Report No. CP-02-04. Texas Agribusiness Market Research Center, Texas A&M University, College Station, TX.Google Scholar
Joseph, J. V. 2006. “Understanding Advertising Adstock Transformations.” Available at http://ssrn.com/abstract=924128 (accessed November 2009).Google Scholar
Lee, J.Y., and Brown, M.G. 1985. “Coupon Redemption and the Demand for Frozen Concentrated Orange Juice: A Switching Regression Analysis.” American Journal of Agricultural Economics 67(3): 647.Google Scholar
Leone, R.P. 1995. “Generalizing What is Known about Temporal Aggregation and Advertising Carry-over.” Marketing Science 14(2): 141–150.Google Scholar
Megastar™ (software). 2007. Marketing Accountability Partnership, Norwalk, CT.Google Scholar
Origami™ (software). 2007. Marketing Accountability Partnership, Norwalk, CT.Google Scholar
Ward, R.W., and Davis, J.E. 1978. “A Pooled Cross-Section Time Series Model of Coupon Promotions.” American Journal of Agricultural Economics 60(3): 393–401.Google Scholar
Ward, R.W., and Myers, L. 1979. “Advertising Effectiveness and Coefficient Variation Over Time.” Agricultural Economic Research 31(1): 1–11.Google Scholar
Ward, R.W., and Tilley, D.S. 1980. “Time Varying Parameters with Random Components: The Orange Juice Industry.” Southern Journal of Agricultural Economics 12 (2): 5–13.Google Scholar
Ward, R.W., Barber, R.E. Jr., Little, R., Behr, R.M., Morris, R.A., Brown, M.G., Norberg, R.P., Casper, D., Spreen, T.H., Edwards, R.J., and Zellner, J.A. 2005. “Generic Promotions of Florida Citrus: What Do We Know About the Effectiveness of the Florida Department of Citrus Processed Orange Juice Demand Enhancing Programs?” web page. Florida Department of Citrus, Lakeland, FL. Available at www.florida-juice.com/gr_market_list_misc.php (accessedJanuary 2009).Google Scholar