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

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  • Lee, Jonq-Ying

Abstract

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.

Suggested Citation

  • Lee, Jonq-Ying, 1981. "Generic Advertising, Fob Price Promotion, and Fob Revenue: A Case Study of the Florida Grapefruit Juice Industry," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 13(2), pages 69-78, December.
    • Handle: RePEc:cup:jagaec:v:13:y:1981:i:02:p:69-78_02
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    Cited by:

    1. C. P. Rosson & M. D. Hammig & J. W. Jones, 1986. "Foreign market promotion programs: An analysis of promotion response for apples, poultry, and tobacco," Agribusiness, John Wiley & Sons, Ltd., vol. 2(1), pages 33-42.
    2. Lee, Jonq-Ying & Brown, Mark G., 1990. "Lag Structures in Commodity Advertising Research," 1990 Annual meeting, August 5-8, Vancouver, Canada 271019, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Capps, Oral, Jr., 1986. "Changes In Domestic Demand For Food: Impacts On Southern Agriculture," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 18(1), pages 1-12, July.
    4. Siskos, Y. & Matsatsinis, N. F. & Baourakis, G., 2001. "Multicriteria analysis in agricultural marketing: The case of French olive oil market," European Journal of Operational Research, Elsevier, vol. 130(2), pages 315-331, April.

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