Effectiveness of marketing promotion programs: The case of Texas citrus Academic Article

abstract

• This article analyzes the effectiveness of Marketing Order 906 in promoting Texas grapefruit and oranges and focuses specifically on the answers to two key questions: 1) What have been the effects of the promotion programs funded under Marketing Order 906 on shipments of Texas grapefruit and oranges? 2) What has been the return on the investment made under Marketing Order 906 to promote sales of Texas grapefruit and oranges? The article first provides some background on the Texas citrus promotion program and then develops a seemingly unrelated regression econometric model of Texas grapefruit and orange shipments for the analysis of the effectiveness of the program. The results obtained indicate that the Texas citrus promotion program has been effective in enhancing shipments of Texas grapefruit but not oranges and that the benefits of the promotion efforts have exceeded the costs, at least for grapefruit. Insights are drawn for other commodity promotion programs.

authors

• Capps, Oral
• Palma, Marco
• Williams, Gary

published proceedings

• HORTSCIENCE

author list (cited authors)

• Williams, G. W., Capps, O. J., & Palma, M. A.

citation count

• 6

complete list of authors

• Williams, Gary W||Capps, Oral Jr||Palma, Marco A

publication date

• April 2008

publisher

• American Society For Horticultural Science  Publisher

published in

• Hortscience  Journal

keywords

• Advertising
• Benefit-cost Analysis
• Evaluation
• Grapefruit
• Marketing Order
• Oranges

Digital Object Identifier (DOI)

• 10.21273/HORTSCI.43.2.385

start page

• 385

end page

• 392

volume

• 43

issue

• 2

URL

• http%3A%2F%2Fdx.doi.org%2F10.21273%2Fhortsci.43.2.385