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Abstract

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

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