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Selected Works of John Crespi
Article
Almond advertising yields net benefits to growers
California Agriculture (2001)
  • John M. Crespi, Kansas State University
  • Richard J. Sexton, University of California, Davis
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Abstract
This study evaluates the economic impacts of advertising and promotion expenditures funded under the almond marketing order. Over the crop years 1962.63 through 1997/98, the correlation of industry promotion and demand was positive and statistically significant. Almond advertising has yielded marginal benefits between $3 and $10 per dollar spent. The 1994/95 through 1996/97 suspension of the promotion program reduced grower profits in the range of $88 million to $231 million during the suspension period. 
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Publication Date
January, 2001
Publisher Statement
2001. California Agriculture, University of California 55(1), 20-25. Jan/Feb 2001. The Regents of the University of California.
Citation Information
John M. Crespi and Richard J. Sexton. "Almond advertising yields net benefits to growers" California Agriculture Vol. 55 Iss. 1 (2001) p. 20 - 25
Available at: http://works.bepress.com/john-crespi/16/
Creative Commons license
Creative Commons License
This work is licensed under a Creative Commons CC_BY-NC International License.