Commodity advertising pays… or does it? What it takes to keep those raisins dancing
California Agriculture 46(2):8-12. DOI: 10.3733/ca.v046n02p8.
California commodity groups spend more than $100 million a year on advertising and promotion, but few economic evaluations have been made.
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.