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Measures of Online Advertising Effectiveness for Market Penetration: The Case of Orange Juice Consumers

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  • Lisa A. House
  • Yuan Jiang
  • Matthew Salois

Abstract

type="main" xml:lang="fr"> Traditionnellement, la recherche sur l'impact de la publicité générique sur la demande alimentaire visait principalement la publicité télévisée et les promotions en magasin. Toutefois, en raison de l'accroissement de la publicité par l'entremise des médias sociaux, telle que les bannières publicitaires en ligne, le besoin de déterminer si la publicité en ligne a ou non un impact similaire à celui de la publicité télévisée s'impose. Dans la présente étude, nous avons examiné certains facteurs, tels que la connaissance et l'impact de la publicité en ligne et télévisée, sur la fréquence de la consommation de jus d'orange. Les résultats de notre étude indiquent une tendance temporelle négative quant à la connaissance de la publicité en ligne et télévisée. Le lien entre la connaissance de la publicité sur le jus d'orange et la fréquence de la consommation de jus est quelque peu étonnant. Le point le plus étonnant est l'absence de lien entre la publicité en ligne et la fréquence de la consommation. Seule la connaissance des publicités sur Facebook présente un lien positif avec le nombre de jours par semaine où il y a consommation de jus d'orange. L'absence de lien avec la connaissance de la publicité télévisée, qui au premier abord peut sembler étonnant, s'est reflétée dans une décision récente du Florida Department of Citrus, responsable du financement et du placement publicitaire du jus d'orange, de cesser d'investir dans la publicité télévisée. La recherche visant à déterminer si la publicité en ligne est inefficace ou non s'avère nécessaire.

Suggested Citation

  • Lisa A. House & Yuan Jiang & Matthew Salois, 2015. "Measures of Online Advertising Effectiveness for Market Penetration: The Case of Orange Juice Consumers," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 435-448, December.
    • Handle: RePEc:bla:canjag:v:63:y:2015:i:4:p:435-448
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    References listed on IDEAS

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    Cited by:

    1. Xuqi Chen & Yan Heng & Zhifeng Gao & Yuan Jiang, 2022. "Impacts of duo‐regional generic advertising of social media on consumer preference," Agribusiness, John Wiley & Sons, Ltd., vol. 38(1), pages 21-44, January.
    2. Ellen Goddard & Wuyang Hu, 2015. "Introduction to the Special Issue on Food Marketing, Information, and Labeling," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 431-433, December.
    3. Chen, Xuqi & Gao, Zhifeng & House, Lisa, 2016. "Own and Cross-effect of Social Media on Demand for Fresh Produce: A Case of Consumer Preference for California versus Florida Strawberry," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230137, Southern Agricultural Economics Association.

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