Foreign market promotion programs: An analysis of promotion response for apples, poultry, and tobacco Academic Article uri icon


  • US exports of apples, poultry, and unmanufactured tobacco were analyzed using regression techniques to determine their responsiveness to foreign market development expenditures. It was determined that apple and tobacco exports were responsive, while poultry exports were not. Marginal returns to an additional dollar of export promotion for apples and tobacco were $60 and 31, respectively. Results indicated that response to poultry promotion was not different from zero. This is likely due to aggregation of data which does not permit isolating impacts of specific promotional efforts. Copyright 1986 Wiley Periodicals, Inc., A Wiley Company

published proceedings

  • Agribusiness

author list (cited authors)

  • Rosson, C. P., Hammig, M. D., & Jones, J. W.

citation count

  • 16

complete list of authors

  • Rosson, CP||Hammig, MD||Jones, JW

publication date

  • January 1986