Excerpts from the report Preface: This study is part of a program of marketing research designed to provide information which will help organizations of producers of farm products to evaluate their present promotional programs and aid them in planning future promotion work aimed at market expansion. The study reports the total impact of well-coordinated apple advertising and merchandising activities on sales of apples and other selected fruits, and the relative effectiveness of two promotional themes for apples. It employs a research method for studying advertising not previously reported. Also covered are findings pertaining to the individual sales contribution of specific merchandising practices (such as prices, amount of display area, and newspaper advertising) used in conjunction with the special promotional program. The study was carried out in cooperation with the Washington State Apple Commission which scheduled media advertising and furnished merchandising materials to cooperating retail stores for each promotional theme.