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Optimal Advertising Signals in the Florida Citrus Industry: A Research Application

Author

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  • Eithan Hochman
  • Uri Regev
  • Ronald W. Ward

Abstract

A sales response to advertising for the Florida citrus industry is estimated and used to explore optimal levels of advertising. Results of an optimal control model show the gains that can be realized through inter- and intraseasonal changes in the level of advertising expenditures. These gains are generated by using imputed prices that take into account future gains of current advertising. An optimal path of adjustment in both advertising and sales over time is obtained which provides signals for an effective advertising policy.

Suggested Citation

  • Eithan Hochman & Uri Regev & Ronald W. Ward, 1974. "Optimal Advertising Signals in the Florida Citrus Industry: A Research Application," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 56(4), pages 697-705.
    • Handle: RePEc:oup:ajagec:v:56:y:1974:i:4:p:697-705.
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    File URL: http://hdl.handle.net/10.2307/1239299
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    Cited by:

    1. Sartorius von Bach, Helmke, 1992. "Economic Aspects Of Advertising In Agriculture: A Review," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 31(1), March.
    2. Trapp, James N., 1989. "The Dawning Of The Age Of Dynamic Theory: Its Implications For Agricultural Economics Research And Teaching," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 21(1), pages 1-11, July.
    3. Williams, Gary W. & Myers, Lester H., 1982. "The Economic Effectiveness Of Foreign Market Development Programs: The Case Of Soybeans And Soybean Products," 1982 Annual Meeting, August 1-4, Logan, Utah 279211, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Gary W. Williams, 1985. "Returns to US soybean export market development," Agribusiness, John Wiley & Sons, Ltd., vol. 1(3), pages 243-263.
    5. 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.
    6. de Boer, A.J., 1977. "Rural Product Promotion: Economic Aspects Of Promotability, Organization And Public Assistance," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 45(04), pages 1-25, December.
    7. Gunjal, Kisan R., 1985. "The Effects Of Trade Promotion On Canadian Agricultural Exports," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 14(2), pages 1-10, October.
    8. 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).
    9. Jonq-Ying Lee & Mark G. Brown, 1992. "Lag structures in commodity advertising research," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 143-154.
    10. Lee, Jonq-Ying, 1981. "Generic Advertising, Fob Price Promotion, And Fob Revenue: A Case Study Of The Florida Grapefruit Juice Industry," Southern Journal of Agricultural Economics, Southern Agricultural Economics Association, vol. 13(2), pages 1-10, December.
    11. Fox, Virginia A., 1976. "Economic Research Of Interest To Agriculture, 1973-1975," Economic Research of Interest to Agriculture 7277, University of California, Berkeley, Department of Agricultural and Resource Economics.
    12. Kinnucan, Henry W. & Chang, Hui-Shung (Christie) & Venkateswaran, Meenakshi, 1993. "Generic Advertising Wearout," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 61(03), pages 1-15, December.
    13. X. M. Gao & Anderson Reynolds & Jonq-Ying Lee, 1993. "A structural latent variable approach to modelling consumer perception: A case study of orange juice," Agribusiness, John Wiley & Sons, Ltd., vol. 9(4), pages 317-324.
    14. Adhikari, Murali & Paudel, Laxmi & Houston, Jack E. & Paudel, Biswo Nath, 2003. "Measuring the Impacts of US Export Promotion Program for Wheat in Selected Importing Regions," 2003 Annual Meeting, February 1-5, 2003, Mobile, Alabama 35161, Southern Agricultural Economics Association.

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