Generic Agricultural Commodity Advertising and Promotion
Nichols, John P.; Myers, Lester H.; Frank, Garry; Armbruster, Walter J.; Ward, Ronald W.; Wills, Robert L.; Cox, Thomas L.; Kinnucan, Henry W.; Williams, Gary W.; Forker, Olan D.; Liu, Donald
The pamphlets provide an overview of existing federal and state commodity promotion programs and the alternative institutional arrangements available for administering them. They examine the potential economic impacts of such programs on producers, consumers and marketing firms as well as such management issues as allocation of funds and effective evaluation. They cover data availability and needsmarketing management strategies and toolsgoalsfund raising approachesand international commodity promotion efforts. They also address public policy issues such as the aggregate effects of promotion programs on supply and demand, the distribution of costs and benefits, the extent to which programs for different commodities offset each other and the role of public agencies as facilitators and overseers of commodity promotion programs.
A.E. Ext. 88-03
Charles H. Dyson School of Applied Economics and Management, Cornell University