U.S. National Economic Contribution of Generic Food and Agricultural Product Advertising Academic Article uri icon


  • 2017 Taylor & Francis Group, LLC. Agricultural promotion groups (APGs) promote the economic welfare of agricultural producers by financing generic advertising and promotion activities intended to expand demand for their commodities in hopes that the benefits will more than cover the cost. A review of the most recent evaluations of 27 major U.S. APG generic advertising and promotion programs conducted by many different researchers using widely different techniques concludes that that those programs have effectively enhanced the profits of their respective stakeholders and generated high rates of returns to the dollars invested in those programs. Importantly, this study finds that the success of those programs in supporting and growing their respective sectors of agriculture has spilled over to the general economy. The programs have created an important multiplier effect through the economy. In the process, jobs have been created; income has been generated; and economic growth has occurred.

published proceedings

  • Journal of International Food & Agribusiness Marketing

altmetric score

  • 4

author list (cited authors)

  • Williams, G. W., Capps, O., & Hanselka, D.

citation count

  • 4

complete list of authors

  • Williams, Gary W||Capps, Oral||Hanselka, Daniel

publication date

  • April 2018