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Marketing agricultural products with coupons

Author

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  • Ronald B. Larson

    (USDA National Needs Graduate Fellow in Agribusiness Management and Marketing in the Department of Agricultural Economics at Purdue University)

Abstract

Only 3% of the 1990 agricultural commodity marketing budget was for consumer promotions. Branded food marketers have learned to use consumer promotions like coupons to boost sales. Justifications for increased agricultural product couponing include the heavy use of coupons for highly processed foods, possibly distracting consumers away from agricultural commodity substitutes. Coupons can influence planned purchases and in-store decisions. They can be designed to enhance TV advertising impact and to exploit regional and seasonal opportunities. Studies of past coupon events have documented their effectiveness. Based on this evidence, agricultural producers should consider using more coupon promotions. © 1992 John Wiley & Sons. Inc.

Suggested Citation

  • Ronald B. Larson, 1992. "Marketing agricultural products with coupons," Agribusiness, John Wiley & Sons, Ltd., vol. 8(5), pages 485-492.
    • Handle: RePEc:wly:agribz:v:8:y:1992:i:5:p:485-492
    DOI: 10.1002/1520-6297(199209)8:5<485::AID-AGR2720080508>3.0.CO;2-K
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    References listed on IDEAS

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    1. Hui-Shung Chang & Henry Kinnucan, 1990. "Generic advertising of butter in Canada: Optimal advertising levels and returns to producers," Agribusiness, John Wiley & Sons, Ltd., vol. 6(4), pages 345-354.
    2. Helen H. Jensen & John R. Schroeter, 1989. "Evaluating Advertising Using Split-Cable Scanner Data: Some Methodological Issues," Center for Agricultural and Rural Development (CARD) Publications 89-wp43, Center for Agricultural and Rural Development (CARD) at Iowa State University.
    3. Liu, Donald J. & Kaiser, Harry M. & Forker, Olan D. & Mount, Timothy D., 1990. "An Economic Analysis Of The U.S. Generic Dairy Advertising Program Using An Industry Model," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 19(1), pages 1-12, April.
    4. Blaylock, James R. & Blisard, William N., 1988. "Effects of advertising on the demand for cheese," Technical Bulletins 312297, United States Department of Agriculture, Economic Research Service.
    5. Lenz, John E. & Forker, Olan D. & Hurst, Susan J., 1991. "U.S. Commodity Promotion Organizations: Objectives, Activities, and Evaluation Methods," Research Bulletins 123097, Cornell University, Department of Applied Economics and Management.
    6. E.W. Goddard & A. Tielu, 1988. "Assessing the Effectiveness of Fluid Milk Advertising in Ontario," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 36(2), pages 261-278, July.
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    Cited by:

    1. Larson, Ronald B., 1994. "DISCOUNT COUPONS: Beyond the Price Discount Effect," Promotion in the Marketing Mix: What Works, Where and Why, April 28-29, 1994, Toronto, Canada 279592, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    2. Brian W. Gould, 1996. "Consumer Promotion and Purchase Timing: The Case of Cheese," Wisconsin-Madison Agricultural and Applied Economics Staff Papers 396, Wisconsin-Madison Agricultural and Applied Economics Department.
    3. Gould, Brian W., 1996. "Consumer Promotion And Purchase Timing: The Case Of Cheese," Staff Papers 12664, University of Wisconsin-Madison, Department of Agricultural and Applied Economics.
    4. Brian GOULD, 1996. "Consumer Promotion And Purchase Timing: The Case Of Cheese," Staff Papers 396, University of Wisconsin Madison, AAE.

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