Skip to main content Accessibility help

We use cookies to distinguish you from other users and to provide you with a better experience on our websites. Close this message to accept cookies or find out how to manage your cookie settings.

Close cookie message
×

Online ordering will be unavailable from 17:00 GMT on Friday, April 25 until 17:00 GMT on Sunday, April 27 due to maintenance. We apologise for the inconvenience.

  1. Home
  2. Search

Refine search

Refine search

Access:
Content type:
Publication date:
Apply   From and To filters
Subject: Show more
Journals Show more
Publishers: Show more
Societies Show more
Series: Show more
Collections: Show more

Actions for selected content:

Select all | Deselect all
  • View selected items
  • Export citations
  • Download PDF (zip)
  • Save to Kindle
  • Save to Dropbox
  • Save to Google Drive

Save Search

You can save your searches here and later view and run them again in "My saved searches".

Please provide a title, maximum of 40 characters.
Cancel
×

1 results

  • Consumer Response to Point of Purchase Advertising for Local Brands

  • Alba J. Collart, Marco A. Palma, Carlos E. Carpio
  • Journal:
    Journal of Agricultural and Applied Economics / Volume 45 / Issue 2 / May 2013
    Published online by Cambridge University Press:
    26 January 2015, pp. 229-242

  • This study evaluates the effectiveness of a point of purchase advertising program conducted for two local horticultural brands in Texas. The results based on surveys gathered before and after the program was launched suggest that the campaign size was not sufficient to significantly increase brand awareness and overall demand, yet it increased willingness to pay by 5.5% for those consumers aware of one of the brands. A major factor found to increase willingness to pay and likelihood of brand awareness was purchase frequency measured in transactions per month, which suggests that other advertising methods aimed to increase buying frequency might affect demand more effectively.