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The impact of promotion/advertising expenditures on citrus sales

Author

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  • Josea. Pagan
  • Sukhjit Sethi
  • Gokce Soydemir

Abstract

This study analyses the impact of advertising expenditures on citrus sales from the Texas Rio Grande Valley. A bivariate vector autoregressive model is estimated using weekly data on the dollar value of advertising expenditures and carton equivalent shipments for the 1993-1999 growing seasons. The estimated impulse response functions show that a one-time increase in advertising expenditures leads to increases in orange sales with a one-month lag. However, the impact of advertising on grapefruit sales is more immediate and relatively large. Carton shipments remain high for about three weeks after a one-time advertising shock. There is also no evidence of causality from sales to advertising. The results suggest that Federal Marketing Order regulations that facilitate funds for the promotion and advertising of citrus are effective in increasing the domestic consumption of oranges and grapefruit.

Suggested Citation

  • Josea. Pagan & Sukhjit Sethi & Gokce Soydemir, 2001. "The impact of promotion/advertising expenditures on citrus sales," Applied Economics Letters, Taylor & Francis Journals, vol. 8(10), pages 659-663.
  • Handle: RePEc:taf:apeclt:v:8:y:2001:i:10:p:659-663
    DOI: 10.1080/13504850010029499
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    References listed on IDEAS

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    1. Runkle, David E, 1987. "Vector Autoregressions and Reality," Journal of Business & Economic Statistics, American Statistical Association, vol. 5(4), pages 437-442, October.
    2. Dickey, David A & Fuller, Wayne A, 1981. "Likelihood Ratio Statistics for Autoregressive Time Series with a Unit Root," Econometrica, Econometric Society, vol. 49(4), pages 1057-1072, June.
    3. Sims, Christopher A, 1980. "Macroeconomics and Reality," Econometrica, Econometric Society, vol. 48(1), pages 1-48, January.
    4. Jose Pagan & Gokce Soydemir, 2000. "On the linkages between equity markets in Latin America," Applied Economics Letters, Taylor & Francis Journals, vol. 7(3), pages 207-210.
    5. Runkle, David E, 1987. "Vector Autoregressions and Reality: Reply," Journal of Business & Economic Statistics, American Statistical Association, vol. 5(4), pages 454-454, October.
    6. David E. Runkle, 1987. "Vector autoregressions and reality," Staff Report 107, Federal Reserve Bank of Minneapolis.
    7. Genberg, Hans & Salemi, Michael K. & Swoboda, Alexander, 1987. "The relative importance of foreign and domestic disturbances for aggregate fluctuations in the open economy : Switzerland, 1964-1981," Journal of Monetary Economics, Elsevier, vol. 19(1), pages 45-67, January.
    8. Litterman, Robert B, 1986. "Forecasting with Bayesian Vector Autoregressions-Five Years of Experience," Journal of Business & Economic Statistics, American Statistical Association, vol. 4(1), pages 25-38, January.
    9. Ashley, R & Granger, C W J & Schmalensee, R, 1980. "Advertising and Aggregate Consumption: An Analysis of Causality," Econometrica, Econometric Society, vol. 48(5), pages 1149-1167, July.
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    Cited by:

    1. Williams, Gary W. & Capps, Oral, Jr. & Palma, Marco A., 2007. "Effectiveness of Marketing Order 906 in Promoting Sales of Texas Grapefruit and Oranges," Reports 90752, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.

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