Commodity supply response to a producer-financed advertising program: The california avocado industry
Commodity supply response to a producer-financed advertising program: The california avocado industry
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商品供应对生产者资助的广告计划的反应：加州鳄梨产业
DOI：
10.1002/1520-6297(199311)9:6
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发表时间：
1993
期刊：
影响因子：
3.2
通讯作者：
Richard D. Green
中科院分区：
文献类型：
--
作者：
H. Carman;Richard D. Green
加州鳄梨产业的模拟模型是用来估计生产者资助的通用广告计划的影响，随着时间的推移，面积和回报。虽然广告的回报在短期内是相当有利的，但回报的提高会刺激种植面积的增加，随着时间的推移，由此产生的产量会侵蚀广告回报。加州鳄梨生产商，经过30多年的积极推广他们的产品，似乎有真实的回报每英亩类似于那些会发生没有广告，但广告已成为一个内置的成本。John Wiley & Sons，Inc.
A simulation model of the California avocado industry is used to estimate the impact of a producerfunded generic advertising program on acreage and returns over time. Although returns from advertising can be quite favorable in the short-run, improved returns stimulate increased plantings and the resulting production will erode advertising returns over time. California avocado producers, after over 30 years of actively promoting their product, appear to have real returns per acre similar to those that would have occurred without advertising but advertising has become a built-in cost. © 1993 John Wiley & Sons, Inc.