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Profitability Of Incremental Expenditure On Fibre Promotion

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Author Info
Hill, D.J.
Piggott, R.R.
Griffith, G.R.
Abstract

In this paper the impact of changes in wool promotion expenditure and changes in expenditure on the promotion of competing fibres are examined using an equilibrium displacement model. The emphasis is on examining impacts on producer profits net of promotion expenditure and on benefit-cost ratios measuring changes in producer surplus relative to changes in promotion expenditure. It was found, for example, that incremental expenditure on apparel wool promotion on the domestic market is unprofitable but incremental expenditure on promotion of apparel wool on the export market is generally profitable. Further, it was found that increased promotion of cotton and man-made fibres on the export market, with promotion of apparel wool unchanged, would reduce profits to apparel wool producers. Finally, a case is made for improved data availability in order to allow more comprehensive ex-ante and ex-post evaluations of promotion programs, thereby increasing the intensity of scrutiny of promotion programs to a level more in line with that for investment in rural research and development.

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Publisher Info
Article provided by Australian Agricultural and Resource Economics Society in its journal Australian Journal of Agricultural Economics.

Volume (Year): 40 (1996)
Issue (Month): 03 (December)
Pages:
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Handle: RePEc:ags:ajaeau:22370

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Keywords: Marketing;

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References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. H. W. Kinnucan, 1996. "A Note On Measuring Returns To Generic Advertising In Interrelated Markets," Journal of Agricultural Economics, Blackwell Publishing, vol. 47(1-4), pages 261-267. [Downloadable!] (restricted)
  2. Mullen, J.D. & Alston, J.M. & Wohlgenant, M.K., 1989. "The Impact Of Farm And Processing Research On The Australian Wool Industry," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 33(01), April. [Downloadable!]
  3. Solomon, H. & Kinnucan, H.W., 1993. "Effects Of Non-Price Export Promotion: Some Evidence For Cotton," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 37(01), April. [Downloadable!]
  4. Tisdell, Clem, 1976. "The Promotion Of Wool And Synthetic Fibre Blends: Some Alternative Strategies For The Wool Industry," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 44(03), September. [Downloadable!]
  5. Schrimper, R.A., 1977. "Comments On Tisdell'S Critique Of Nerlove-Waugh Theorem Concerning Optimal Advertising," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 45(04), December. [Downloadable!]
  6. Piggott, R.R., 1992. "Some Old Truths Revisited," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 36(02), August. [Downloadable!]
  7. Scobie, G.M. & Mullen, J.D. & Alston, J.M., 1991. "The Returns To Investment In Research On Australian Wool Production," Australian Journal of Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 35(02), August. [Downloadable!]
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  1. Hill, D.J. & Piggott, R.R. & Griffith, G.R., 1999. "Profitability Of Incremental Generic Promotion Expenditure By Australian Dairy Farmers," Working Papers 12913, University of New England, School of Economics. [Downloadable!]
  2. Zhao, Xueyan & Mullen, John & Griffith, Garry, 2005. "Economic Surplus Measurement in Multi-Market Models," Working Papers 12910, University of New England, School of Economics. [Downloadable!]
  3. Zhao, Xueyan & Mullen, John & Griffith, Garry & Griffiths, W.E. & Piggott, R.R., 2000. "An Equilibrium Displacement Model of the Australian Beef Industry," Research Reports 28007, New South Wales Department of Primary Industries Research Economists. [Downloadable!]
  4. Vere, David & Jones, Randall & Dowling, Peter, 2004. "An Economic Evaluation of Research into the Improved Management of the Annual Grass Weed Vulpia in Temperate Pastures in South-Eastern Australia," Research Reports 42503, New South Wales Department of Primary Industries Research Economists. [Downloadable!]
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