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Financial Benefits of Florida Generic Orange Juice Marketing

Published online by Cambridge University Press:  15 September 2016

Arthur M. Thomas  and
Neil Canter
Arthur M. Thomas
Affiliation:
Marketing Accountability Partnership, a market research company based in Norwalk, Connecticut
Neil Canter
Affiliation:
Marketing Accountability Partnership, a market research company based in Norwalk, Connecticut
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Abstract

The benefits to Florida orange growers of generic orange juice advertising are assessed using additive, nonlinear, regional econometric models, measuring the impact of category and brand marketing efforts on category demand while controlling for pricing and various other factors. The study shows that generic marketing efforts increased orange juice category demand by 8.3 percent, resulting in increased orange prices and a benefit-to-cost ratio to Florida growers of 3.5 to 1. Branded promotional activity was found to primarily fuel brand switching and pantry-loading, with only modest impacts on overall category demand.

Keywords

marketing mixmarketing spend optimizationcheckoff programorange juicebenefit to cost ratio
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 38 , Issue 3 , December 2009 , pp. 431 - 444
Copyright
Copyright © 2009 Northeastern Agricultural and Resource Economics Association 

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