Advertising

Citrus Studies by the Florida Department of Citrus Economic Research Department

#	Product	Pub. Date	Report	Title	Results
PROFESSIONAL JOURNAL ARTICLES:
1	OJ	1988	Agribusiness V4/6:579-590	Commodity and Brand Advertising in the US Orange Juice Market	Brand advertising did not expand the overall OJ volume sales, while FDOC advertising did.
2	OJ	1988	J. Food Distrib. Res. V19/2:36-42	Commodity Advertising, Imports and the Free Rider Problem	Each dollar of FDOC advertising increases FOB revenue by $2.28. Advertising also increases OJ imports; in particular non-Florida imports.
3	OJ	1996	Agribusiness V12/4:309-316	The Impact of Generic Advertising and the Free Rider Problem: A Look at the US Orange Juice Market and Imports	Free rider problem. Imports diminish the impact of FDOC advertising, with advertising increasing the FOB price of FCOJ by $.02 to $.03 per pound solids when imports occur, versus $.07 per pound solids if imports were not to occur.
4	OJ	1997	Intl J. Adv. V16/3:211-220	Incorporating Generic and Brand Advertising Effects in the Rotterdam Demand System	FDOC expands overall OJ demand by 3% while brand advertising has little effect on the overall demand; brand advertising is effective in expanding the share of the brand in question.
5	OJ	1999	J. Food Products Mkt. V5/3:31-47	Health and Nutrition Advertising Impacts on the Demand for Orange Juice in Fifty Metropolitan Regions	FDOC expands OJ demand by 6.9%
6	OJ	2007	Empirical Economics	Impacts of the Distribution of Households Across Income Groups in a Differential Demand System for Orange Juice
7	Bev.	2007	J. of Agribusiness 25,2:147-162	Impacts of Promotional Tactics in a Conditional Demand System for Beverages
FDOC-EMRD-STAFF REPORTS:
8	OJ	1988	SR-88-32	Advertising Without Supply Control: The Import Dimension of the Free Rider Problem	Each dollar of FDOC advertising increases FOB revenue by $2.28. See study #2.
9	OJ Gft	1990	SR-90-06	Generic Promotion Programs for Florida Citrus	Each dollar of FDOC advertising promoting OJ exports to Europe increased FOB export revenue by $1.33 to $5.50. The benefit cost ratio for fresh grapefruit exports was 3.11.
10	Gft	1990	SR-90-18	Promoting U.S. Citrus Products Overseas: A Case Study of Fresh Grapefruit Exports	Each dollar of FDOC advertising increased FOB export revenue by $3.44 to $30.07, depending on the market.
11	OJ GJ Gft	1990	SR-90-19	Advertising Return Estimates	Review of studies. Advertising usually had a significant impact on demand.
12	GJ	1990	SR-90-24	Generic Advertising and Retail Sales of Grapefruit Juice	Each dollar of FDOC advertising increased retail revenue by less than a dollar to roughly $2, depending on scenario.
13	OJ GJ	1993	SR-93-05	The Impacts of Generic Advertising on the Demand for Orange Juice and Grapefruit Juice	Each dollar of OJ advertising increased grower revenue by $1.55. The return for GJ advertising was less than the cost.
14	GJ	1994	SR-94-01	Study of Grapefruit Juice Advertising Test Markets	Advertising in 13 markets were studied. Advertising had a significant impact only in the Chicago market.
15	OJ	1994	SR-94-05	Study of Impacts of Orange Juice Ads on Schnucks Grocery Store Sales and Customers	Newspaper advertising more than doubled volume sales for most OJ products.
16	OJ	1994	SR-94-11	Study of Grocery Store Juice Sales	Further details on study #15. Newspaper advertising more than doubled volume sales for most OJ products.
17	GJ	1994	SR-94-17	Demand for Grapefruit Juice in Advertising Test Markets	FDOC advertising significantly affected volume sales, but each dollar of advertising increased grower revenue by less than a dollar; i.e., the return for GJ advertising was less than the cost.
18	OJ	1994	SR-94-18	Gross Rating Points and Advertising Impact: A Case Study of the Demand of Orange Juice	Each dollar of advertising increased grower revenue by $1.55.
19	GJ	1995	SR-95-02	Impacts of TV Advertising on Retail Grapefruit-Juice Demands in Selected Markets	Mixed results were obtained for the impact of advertising in different markets. Advertising costs were generally more than estimated benefits.
20	OJ	1995	SR-95-03	The Impact of Generic Advertising on Orange Juice Demand	Each dollar of advertising increased grower revenue by $1.68.
21	Gft	1995	SR-95-05	Optimal Allocation of Fresh Grapefruit Advertising Expenditure Among Markets: U.S., Canada, and Rest of the World	Offshore advertising was more effective than domestic or Canadian advertising.
22	OJ	1995	SR-95-11	Analysis of Nielsen Orange-Juice Sales	Results indicate a shift in demand for COJ and aggregate OJ, presumably due to advertising in part.
23	OJ	1996	SR-96-11	FDOC Advertising Impact on Demand for Orange Juice	Each dollar of advertising increased FOB revenue by $1.49 (assuming constant prices, changing volumes) to $5.23 (assuming fixed volumes, changing prices).
24	OJ	1996	SR-96-12	Advertising Impacts Under Constant-Price Versus Constant-Quantity Assumptions: A Case Study of the Impact of Generic Orange-Juice Advertising	Further details on study #23.
25	OJ	1998	SR-98-03	Triple-Crown Advertising Impacts on Demands for Orange Juice in Fifty Nielsen Metropolitan Regions	Advertising increased volume sales by 3.3%.
26	OJ	1998	SR-98-04	Generic Advertising Impacts on Demands for Orange Juice in Fifty Nielsen Metropolitan Regions	Advertising Increased volume sales by 3.1%.
27	Gft	2000	SR-00-03	The Estimated Impact of Additional Generic Advertising Expenditure on Florida Fresh Grapefruit Shipment	Advertising significantly affected offshore and domestic sales but did not have a significant effect in Canada.
28	OJ	2001	SR-01-06	Generic Advertising Impact on Demand for Orange Juice
29	Gft	2001	SR-01-08	A Study of the Impacts of Generic Advertising on Florida Fresh Grapefruit Shipments
30	GJ	2001	SR-01-09	Generic Advertising Impact on Demand for Grapefruit Juice
31	OJ	2002	SR-02-01	A Comparison of Wal-Mart and $2MM+ Grocery Store OJ Sales
32	OJ	2002	SR-02-02	Advertising Impacts on Demand for Orange Juice, January 2002
33	OJ	2003