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To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign

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  • Carpio, Carlos E.
  • Isengildina-Massa, Olga

Abstract

This 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.

Suggested Citation

  • Carpio, Carlos E. & Isengildina-Massa, Olga, 2010. "To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 35(2), pages 1-16, August.
    • Handle: RePEc:ags:jlaare:93214
    DOI: 10.22004/ag.econ.93214
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    Cited by:

    1. 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.
    2. Collart, Alba J. & Palma, Marco A. & Carpio, Carlos E., 2013. "Consumer Response to Point of Purchase Advertising for Local Brands," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 45(2), pages 229-242, May.
    3. Marco A. Palma & Alba J. Collart & Christopher J. Chammoun, 2015. "Information Asymmetry in Consumer Perceptions of Quality-Differentiated Food Products," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(3), pages 596-612, November.
    4. Carpio, Carlos E. & Mathews, Leah G. & Boonsaeng, Tullaya & Perrett, Allison & Descieux, Katie, 2015. "Evaluating the Marketing Impact of a Regional Branding Program Using Contingent Valuation Methods: The Case of the Appalachian Grown™ Branding Program," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205800, Agricultural and Applied Economics Association.
    5. Carlos E. Carpio & Olga Isengildina-Massa, 2016. "Does Government-sponsored Advertising Increase Social Welfare? A Theoretical and Empirical Investigation," Applied Economic Perspectives and Policy, Agricultural and Applied Economics Association, vol. 38(2), pages 239-259.
    6. Velandia, Margarita & Clark, Christopher D. & Lambert, Dayton M. & Davis, James A. & Jensen, Kimberly & Wszelaki, Annette & Wilcox, Michael D. Jr., 2014. "Factors Affecting Producer Participation in State-sponsored Marketing Programs: The Case of Fruit and Vegetable Growers in Tennessee," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 43(2), pages 1-17, August.
    7. Tran, Lan T. & Su, Ye & McCann, Laura M., 2023. "How do local food producers participate in state-sponsored marketing programs? Evidence from real choice data in Missouri," 2023 Annual Meeting, July 23-25, Washington D.C. 335979, Agricultural and Applied Economics Association.
    8. Allison Bauman & Dawn Thilmany McFadden, 2017. "Exploring Localized Economic Dynamics: Methods-Driven Case Studies of Transformation and Growth in Agricultural and Food Markets," Economic Development Quarterly, , vol. 31(3), pages 244-254, August.
    9. Boys, Kathryn A. & Blank, Steven, 2016. "The Evolution of Local Foods: A Retrospective and Prospective Consideration," ARE Working Papers 270993, North Carolina State University, Department of Agricultural and Resource Economics.
    10. Dudacek, Margaret & Berning, Joshua, 2015. "An Analysis of Producer Participation in the Georgia Grown State Marketing Program," 2015 Annual Meeting, January 31-February 3, 2015, Atlanta, Georgia 196774, Southern Agricultural Economics Association.
    11. 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.

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    Keywords

    Consumer/Household Economics;

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