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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 commodity groups spend more than $100 million a year on advertising and promotion, but few economic evaluations have been made.

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.