Allocation of Advertising and Research Dollars In the Florida Orange-Juice Industry

In this study, an OJ model was developed to examine the optimal advertising-research mix to maximize Florida grower revenue net of the costs of these activities. The model is based on assumed coefficients reflecting the impacts of prices, advertising and research. The effects of prices on demand and supply, as well as the effect of advertising on demand, were set based on findings of prior studies. The effect of research on supply is less certain, and a range of research effects was considered. A range of advertising effects was also considered given the study’s focus. The model solutions for the various advertising and research assumptions considered indicate that optimal advertising expenditures are significant


Subject(s):
Issue Date:
Feb 26 2009
Publication Type:
Report
PURL Identifier:
http://purl.umn.edu/104329
Total Pages:
13
Series Statement:
Research Paper
2009-1




 Record created 2017-04-01, last modified 2017-08-26

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