IDEAS home Printed from https://ideas.repec.org/p/ags/aaea13/150019.html
   My bibliography  Save this paper

Assessing the Effectiveness of Generic Advertising for 100% Orange Juice

Author

Listed:
  • Salois, Matthew
  • Reilly, Amber

Abstract

The role of generic advertising in consumer response is investigated using a rich individual-level dataset on purchase of 100% orange juice and other beverages. The data is survey-based and is designed to measure recall and responsiveness to advertising programs by the Florida Department of Citrus. The survey also collects information on various socio-demographic and household indicators. The purpose of this study is to investigate the effectiveness of generic advertising on purchase of 100% orange juice using an econometric model that controls for different socio-demographic variables. Although previous research has examined the influence of generic advertising on the demand for orange juice, all previous work has been based on aggregate data while this study utilizes individual-level survey data. Findings are relevant to agricultural marketing policy and FAMPS members. A significant and positive relationship between purchase frequency and advertising awareness is obtained. Hence, increasing product demand is dependent upon levels of generic advertising, which emphasizes the role of commodity marketing orders. Moreover, the study introduces a rich individual-level dataset that may be of interest to others in future research on the role of generic advertising.

Suggested Citation

  • Salois, Matthew & Reilly, Amber, 2013. "Assessing the Effectiveness of Generic Advertising for 100% Orange Juice," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150019, Agricultural and Applied Economics Association.
    • Handle: RePEc:ags:aaea13:150019
    DOI: 10.22004/ag.econ.150019
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/150019/files/Effectiveness%20of%20Gen%20Adv%20100_%20OJ%20Poster%20_%20Cover%20Sheet.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.150019?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    More about this item

    Keywords

    Agribusiness; Consumer/Household Economics; Marketing;
    All these keywords.

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:aaea13:150019. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/aaeaaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.