To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign
AbstractThis paper develops a framework for assessing the potential economic impact of a regional promotion campaign combining contingent valuation methods with a partial displacement equilibrium model. The proposed approach is applied to the evaluation of the potential economic impact of the locally grown campaign in South Carolina. Results reveal that the first season of the promotion campaign increased consumer willingness to pay for produce by 3.4%. The change in consumer preferences and the corresponding shift in demand increased producer surplus by $3.09 million. This economic benefit, combined with the 2007 promotion campaign investment, resulted in a benefit-cost ratio of 6.18.
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Bibliographic InfoArticle provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.
Volume (Year): 35 (2010)
Issue (Month): 2 (August)
contingent valuation; economic impact; equilibrium displacement model; regional promotion campaign; Consumer/Household Economics;
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- Liaukonyte, Jura & Rickard, Bradley J. & Kaiser, Harry M. & Richards, Timothy J., 2010. "Evaluating advertising strategies for fruits and vegetables and the implications for obesity in the United States," Working Papers 126972, Cornell University, Department of Applied Economics and Management.
- Liaukonyte, Jura & Rickard, Bradley J. & Kaiser, Harry M. & Okrent, Abigail M. & Richards, Timothy J., 2012. "Economic and health effects of fruit and vegetable advertising: Evidence from lab experiments," Food Policy, Elsevier, vol. 37(5), pages 543-553.
- Carpio, Carlos E. & Isengildina-Massa, Olga, 2013. "Does Government Sponsored Advertising Increase Social Welfare? A Theoretical and Empirical Investigation," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 149835, Agricultural and Applied Economics Association.
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