Effects of Advertising on the Demand for Potatoes
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Publisher:Ohio State University. Department of Agricultural, Environmental, and Development Economics
Series/Report no.:Ohio State University. Department of Agricultural Economics and Rural Sociology. ESO (Economics and Sociology Occasional Paper). No. 1543
Declining per capita consumption of fresh potatoes prompted potato producers to approve the Potato Research and Promotion Act for generic advertising of fresh potatoes and processed potato products. Generic advertising started in 1971, and annual expenditures currently average $3.4 to $3.6 million. Concurrent with generic advertising is brand advertising on all processed potato products. To estimate returns to potato producers from these advertising expenditures, this paper specified and estimated an econometric model. Results show that both brand and generic advertising are effective in stimulating demand for all processed potato products. Generic advertising does not positively impact the demand for fresh potatoes.
Exact date of working paper unknown.