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peer-reviewed research article

Commodity advertising pays… or does it? What it takes to keep those raisins dancing


Hoy F. Carman, UC Davis
Richard D. Green, UC Davis
Gay J. Mandour, International Food Policy Research Institute

publication information

California Agriculture 46(2):8-12. DOI: 10.3733/ca.v046n02p8. March-April 1992.


California's farmers collectively spend more than $100 million a year to promote their products. Here are answers to such questions as: Where is the money spent? What are the public policy issues associated with government-sponsored generic commodity advertising? How successful are those campaigns? And finally, how can commodity groups improve their data bases?

author affiliations

H. F. Carman is Professors of Agricultural Economics, UC Davis. R. D. Green is Professor of Agricultural Economics, UC Davis. G. J. Mandour was formerly an M.S. student in the Department and is now a Research Assistant, International Food Policy Research Institute, Washington, D.C.