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Foreign Market Promotion Programs: An Analysis Of Promotion Response For Apples, Poultry And Tobacco

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  • Rosson III, S.P.
  • Hammig, M.D.
  • Jones, J.W.

Abstract

U.S. exports of apples, poultry, and unmanufactured tobacco were analyzed using regression techniques to determine their responsiveness to foreign market development expenditures. It was determined that apple and tobacco exports were responsive, while poultry exports were not. Marginal returns to an additional dollar of export promotion for apples and tobacco were $60 and $31, respectively. Results indicated that response to poultry promotion was not different from zero. This is likely due to aggregation of data which does not permit isolating impacts of specific promotional efforts.

Suggested Citation

  • Rosson III, S.P. & Hammig, M.D. & Jones, J.W., 1985. "Foreign Market Promotion Programs: An Analysis Of Promotion Response For Apples, Poultry And Tobacco," 1985 Annual Meeting, August 4-7, Ames, Iowa 278526, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    • Handle: RePEc:ags:aaea85:278526
    DOI: 10.22004/ag.econ.278526
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    1. Onunkwo, Izuchukwu M. & Epperson, James E., 2000. "Export Demand For U.S. Walnuts: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(3), pages 1-7, November.
    2. Ho, Shuay-Tsyr & Rickard, Bradley J. & Liaukonyte, Jura, 2014. "Economic and Nutritional Implications from Changes in U.S. Agricultural Promotion Efforts," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(4), pages 1-20, November.
    3. Onunkwo, Izuchukwu M. & Epperson, James E., 1999. "Export Demand For U.S. Pecans: Impacts Of U.S. Export Promotion," 1999 Annual meeting, August 8-11, Nashville, TN 21686, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Richards, Timothy J. & Patterson, Paul M., 1998. "Dynamic Complementarity In Export Promotion: The Market Access Program In Fruits And Vegetables," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 23(2), pages 1-19, December.
    5. Hsu, Jane Lu & Wann, Joyce J., 2001. "Competitiveness And Consumer Preferences Of Us Fruits In Taiwan," 2001 Annual meeting, August 5-8, Chicago, IL 20488, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    6. Henneberry, Shida Rastegari & De Brito, Marco, 1994. "AN ANALYSIS OF THE EFFECTIVENESS OF U.S. NON-PRICE PROMOTION PROGRAMS: The Case of Red Meats in Japan," Promotion in the Marketing Mix: What Works, Where and Why, April 28-29, 1994, Toronto, Canada 279597, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    7. Cong Tru Le & Harry M. Kaiser & William Tomek, 1998. "Export promotion and import demand for US red meat in selected Pacific Rim countries," Agribusiness, John Wiley & Sons, Ltd., vol. 14(2), pages 95-105.
    8. Karen Halliburton & Shida Rastegari Henneberry, 1993. "US overseas promotion programs for peanuts: An examination of trade and market development," Agribusiness, John Wiley & Sons, Ltd., vol. 9(6), pages 569-583.
    9. I.M. Onunkwo & J.E. Epperson, 2000. "Export demand for U.S. pecans: Impacts of U.S. export promotion programs," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 253-265.
    10. 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.
    11. Shida Rastegari Henneberry & Karen Z. Ackerman & Tommy Eshleman, 1992. "US overseas market promotion: An overview of non-price programs and expenditures," Agribusiness, John Wiley & Sons, Ltd., vol. 8(1), pages 57-78.
    12. Kinnucan, Henry W. & Forker, Olan D., 1988. "Allocation Of Generic Advertising Funds Among Products: A Sales Maximization Approach," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 17(1), pages 1-8, April.
    13. Onunkwo, Izuchukwu M. & Epperson, James E., 2001. "Export Demand For U.S. Almonds: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-12, March.
    14. Williams, Gary W. & Capps Jr., Oral, 2020. "Generic promotion of Norwegian seafood exports," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), August.
    15. Pimbucha Rusmevichientong & Harry M. Kaiser, 2009. "Measuring the effectiveness of U.S. rice export promotion programs," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 215-230.
    16. Karen Halliburton & Shida Rastegari Henneberry, 1995. "A comparative analysis of export promotion programs for US wheat and red meats," Agribusiness, John Wiley & Sons, Ltd., vol. 11(3), pages 207-221.

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