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Provedor de dados:  AgEcon
País:  United States
Título:  Financial Benefits of Florida Generic Orange Juice Marketing
Autores:  Thomas, Arthur M.
Canter, Neil
Data:  2010-03-11
Ano:  2009
Palavras-chave:  Marketing mix
Marketing spend optimization
Checkoff program
Orange juice
Benefit to cost ratio
Marketing
Resumo:  The benefits to Florida orange growers of generic orange juice advertising are assessed using additive, nonlinear, regional econometric models, measuring the impact of category and brand marketing efforts on category demand while controlling for pricing and various other factors. The study shows that generic marketing efforts increased orange juice category demand by 8.3 percent, resulting in increased orange prices and a benefit-to-cost ratio to Florida growers of 3.5 to 1. Branded promotional activity was found to primarily fuel brand switching and pantry-loading, with only modest impacts on overall category demand.
Tipo:  Journal Article
Idioma:  Inglês
Identificador:  http://purl.umn.edu/59257
Relação:  Agricultural and Resource Economics Review>Volume 38, Number 3, December 2009
Formato:  14
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