IDEAS home Printed from https://ideas.repec.org/a/oup/ajagec/v53y1971i4p565-572..html
   My bibliography  Save this article

Optimal Allocation of Generic Advertising Budgets

Author

Listed:
  • Edward L. McClelland
  • Leo Polopolus
  • Lester H. Myers

Abstract

A model is developed for allocating advertising budgets among multiple consumer products marketed in several regions so that total consumer expenditures net of advertising costs are maximized. The model pertains specifically to unbranded commodity advertising where the budget is dependent upon uncontrolled industry production. Time series-based empirical estimates of consumer sales response to advertising expenditures are utilized as input data in a quadratic programming algorithm. Consumer expenditures under optimum and actual allocations were compared for selected historical budgets of the Florida Department of Citrus to obtain a measure of possible gain from more efficient allocation of advertising funds

Suggested Citation

  • Edward L. McClelland & Leo Polopolus & Lester H. Myers, 1971. "Optimal Allocation of Generic Advertising Budgets," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 53(4), pages 565-572.
    • Handle: RePEc:oup:ajagec:v:53:y:1971:i:4:p:565-572.
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.2307/1237819
    Download Restriction: Access to full text is restricted to subscribers.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. C. P. Rosson & M. D. Hammig & J. W. Jones, 1986. "Foreign market promotion programs: An analysis of promotion response for apples, poultry, and tobacco," Agribusiness, John Wiley & Sons, Ltd., vol. 2(1), pages 33-42.
    2. Hui-Shung Chang & Henry Kinnucan, 1990. "Generic advertising of butter in Canada: Optimal advertising levels and returns to producers," Agribusiness, John Wiley & Sons, Ltd., vol. 6(4), pages 345-354.
    3. Adhikari, Murali & Paudel, Laxmi & Houston, Jack E. & Paudel, Biswo Nath, 2003. "Measuring the Impacts of US Export Promotion Program for Wheat in Selected Importing Regions," 2003 Annual Meeting, February 1-5, 2003, Mobile, Alabama 35161, Southern Agricultural Economics Association.

    More about this item

    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:oup:ajagec:v:53:y:1971:i:4:p:565-572.. 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: Oxford University Press (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.