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Effectiveness of Marketing Order 906 in Promoting Sales of Texas Grapefruit and Oranges

Author

Listed:
  • Williams, Gary W.
  • Capps, Oral, Jr.
  • Palma, Marco A.

Abstract

This study of the effectiveness of Marketing Order 906 in promoting Texas grapefruit and oranges was requested by TVCC in compliance with the FAIR Act promotion evaluation requirement. The report first provides some background on the U.S. and Texas citrus industries and the citrus promotion programs conducted by TexaSweet over the years and then presents the analytical methodology employed. Based on the statistical analysis conducted, the study concludes that the citrus promotion programs have been effective in enhancing shipments of Texas citrus and that the benefits of the promotion efforts have exceeded the costs.

Suggested Citation

  • Williams, Gary W. & Capps, Oral, Jr. & Palma, Marco A., 2007. "Effectiveness of Marketing Order 906 in Promoting Sales of Texas Grapefruit and Oranges," Reports 90752, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    • Handle: RePEc:ags:tamagr:90752
    DOI: 10.22004/ag.econ.90752
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    File URL: https://ageconsearch.umn.edu/record/90752/files/CP%2001%2007%20TexCitrus.pdf
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    References listed on IDEAS

    as
    1. Jonq-Ying Lee & Mark G. Brown, 1992. "Lag structures in commodity advertising research," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 143-154.
    2. Josea. Pagan & Sukhjit Sethi & Gokce Soydemir, 2001. "The impact of promotion/advertising expenditures on citrus sales," Applied Economics Letters, Taylor & Francis Journals, vol. 8(10), pages 659-663.
    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Moore, Eli D. & Williams, Gary W., 2008. "Is the Texas Pecan Checkoff Program Working?," Reports 90497, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    2. Lee L. Schulz & John M. Crespi, 2012. "Presence of Check‐Off Programs and Industry Concentration in the Food Manufacturing Sector," Agribusiness, John Wiley & Sons, Ltd., vol. 28(2), pages 148-156, March.

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