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Almond advertising yields net benefits to growers
Authors
John M. CrespiRichard M. Sexton
Publication Information
Hilgardia 55(1):20-25. DOI:10.3733/ca.v055n01p20. January 2001.
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Abstract
This study evaluates the economic impacts of advertising and promotion expenditures funded under the almond marketing order. Over the crop years 1962/63 through 1997/98, the correlation of industry promotion and demand was positive and statistically significant. Almond advertising has yielded marginal benefits between $3 and $10 per dollar spent. The 1994/95 through 1996/97 suspension of the promotion program reduced grower profits in the range of $88 million to $231 million during the suspension period.
References
Alston JM, Carman HF, Christian J, et al. Optimal Reserve and Export Policies for the California Almond Industry: Theory, Econometrics and Simulations. Giannini Foundation Monograph no. 1995. 42:130-
Alston JM, Chalfant JA, Christian JE, et al. The California Table Grape Commission's Promotion Program: An Evaluation. Giannini Foundation Monograph no. 1997. 43:120-
Bushnell PG, King G. The Domestic and Export Markets for California Almonds. Giannini Foundation Research Report no. 1986. 334:84-
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