ABSTRACT Previous research indicates that returns to agricultural producers from generic promotion of their products are substantial. Yet, despite public policy interest in increasing consumption of fruits and vegetables, the United States produce industry has not embraced industry wide...

If generic advertising is effective at increasing the demand for the advertised product, then there will not only be direct effects on the sponsors of the advertising, but also indirect effects on other market participants. This article addresses two such distributional issues using the U.S....

Recently, many commodity groups have shifted promotion expenditures from generic advertising to non-advertising activities such as in-store promotion programs. Accordingly, corresponding evaluation methods need to be developed to identify the benefits of these non-advertising programs. We...

A supply and demand econometric model of the California egg industry was estimated to evaluate the impact of generic egg advertising on producer prices and returns from 1985 to 1995. Econometric estimation indicated advertising had a positive impact on producer prices and net profits. The model...

This study develops an empirical framework to estimate quality-adjusted price elasticities from cross-sectional data. The new approach shows the importance of properly adjusting for quality variation in both prices and quantities in demand analysis. When quality adjustment is concerned only with...