U.S. National Economic Contribution of Generic Food and Agricultural Product Advertising

Agricultural promotion groups (APGs) promote the economic welfare of agricultural producers by financing generic advertising and promotion activities intended to expand demand for their commodities in hopes that the benefits will more than cover the cost. A review of the most recent evaluations of 27 major U.S. APG generic advertising and promotion programs conducted by many different researchers using widely different techniques concludes that that those programs have effectively enhanced the profits of their respective stakeholders and generated high rates of returns to the dollars invested in those programs. Importantly, this study finds that the success of those programs in supporting and growing their respective sectors of agriculture has spilled over to the general economy. The programs have created an important multiplier effect through the economy. In the process, jobs have been created; income has been generated; and economic growth has occurred.     

Generic Promotion of Sorghum for Food and Industrial Uses

Abstract

Globally, over half of all sorghum is used for human consumption. Yet sorghum is largely unknown as a food in the United States and other developed countries. Recently, the U.S. demand for sorghum as a gluten-free, non-GMO input to food products has been growing. At the same time, the use of sorghum for food and industrial uses is being promoted by the producer-financed United Sorghum Checkoff Program (USCP). How much of that growth can be attributed to the USCP promotion? Has the investment been profitable for sorghum producers? This study finds that USCP promotion programs have resulted in a 4% increase in the sales value of sorghum for that purpose and a 1% increase in total sorghum farm revenue. The farm level benefit-cost ratio is estimated at between 5.8 and 7.1 in terms of producer profit per dollar spent on promotion.     

Generic Advertising and Product Differentiation

This article considers whether generic advertising lowers the differentiation among competing brands of the same good. Analytical results show that if the benefits from generic advertising from increased demand are outweighed by the costs from lower product differentiation then high–quality producers will not benefit from generic promotion. Hypotheses are tested empirically under a conditional–logit approach using retail–market sales and advertising data for the U.S. prune industry. Results from this study provide evidence that generic advertising has a slight differential effect on the perceived qualities of different brands.     

Generic Product Advertising, Spillovers, and Market Concentration

We examine the decision to advertise a homogenous good. We show that the likelihood of inefficiently low advertising rests heavily on how one models the mechanism by which advertising affects demand. Regardless of this mechanism, however, there is always a lower bound of concentration below which no advertising occurs even when welfare-enhancing. In such cases, mandatory programs will raise welfare if they induce entry, although producer surplus may decline. Our model also provides an explanation for the stylized fact that advertising intensity first rises and then falls as concentration increases.     

Decomposing the Variation in Generic Advertising Response over Time

A time-varying parameter model of fluid milk and cheese demand reveals that changes in age composition, race composition, and food spending patterns away from home were most important to changes in generic advertising response over time. Advertising response elasticities indicate that generic advertising could be enhanced by targeting young children households for fluid milk, and Asian/Hispanic households for cheese. Results also indicate that shifting targeted advertising efforts to the away-from-home market may increase generic cheese advertising response.     

Measuring the Effects of Generic Dairy Advertising in a Multi-Market Equilibrium

We develop a multi-market equilibrium displacement model that allows demand linkages across downstream product markets, and supply linkages through the common use of a raw commodity as the key input. Applying the model to the dairy sector, we find that the effectiveness of producer-funded advertising depends on the demand relationships across dairy product markets (cross-price and cross-advertising elasticities) as well as the reallocation of milk toward the advertised market. We show that the previous literature, which ignores the horizontal linkages highlighted here, tends to overstate the effectiveness of generic commodity promotion for dairy, and thus results in too much advertising.     

Optimal Institutional Mechanisms for Funding Generic Advertising: An Experimental Analysis

Given the uncertain legal status of generic advertising programs for agricultural commodities, alternative voluntary funding institutions are investigated that could provide a high level of benefits to producers. This experimental study simulates key economic and psychological factors that affect voluntary producer contributions to generic advertising. The results suggest that producer referenda play a critical role in increasing contributions and that producer surplus is maximized by a provision point mechanism instituted by producer referendum with thresholds ranging from 68% to 90%, and expected funding from 47% to 77% of the time, depending on the level of advertising effectiveness.     

The Problem of Free Riding in Voluntary Generic Advertising: Parallelism and Possible Solutions from the Lab

Producers of many commodities pay for generic advertising, which is a public good for producers and, in cases like healthy foods, enhances social welfare. Though most programs were initially funded through the Voluntary Contribution Mechanism, many became mandatory to mitigate free riding. This experimental research simulates key economic and psychological details of these programs and produces donation results strikingly similar to a historic example. Because mandatory programs may be declared unconstitutional, the Provision Point Mechanism is tested as an alternative. This research also shows that refund-by-request donation mechanisms establish a status quo of contributing and reduce free riding.     

The Impact of Generic Advertising on U.S. Household Cheese Purchases: A Censored Autocorrelated Regression Approach

The impacts of generic cheese advertising on U.S. household cheese purchases are examined via the use of a unique household panel. Modest gains in overall at-home cheese purchases from generic cheese advertising appear to be largely the result of strong gains in purchases of natural cheese rather than processed cheese. Results indicate that relatively larger gains in household cheese purchases from generic advertising may be realized by targeting infrequent purchasers to increase purchase frequencies, rather than by targeting households in general to increase their conditional purchase levels.     

Beggar-Thy-Neighbor Advertising: Theory and Application to Generic Commodity Promotion Programs

Profits from generic advertising by a producer group often come partly at the expense of producers of closely related commodities. The resulting tendency toward excessive advertising is exacerbated by check-off funding. To analyze this beggar-thy-neighbor behavior we compare a scenario where different producer groups cooperate and choose their advertising expenditures jointly to maximize the sum of profits across the groups, and a scenario where they optimize independently. In an illustrative example using 1998 data for U.S. beef and pork, the noncooperatively chosen expenditure on beef and pork advertising is more than three times the cooperative optimum.     

Comparative Effectiveness of Executional Elements in TV Food Advertising on Recall and Persuasion

Abstract

Worldwide food advertising has certain common elements such as the role that executional elements play in affecting the success of commercials. This study will examine the impact of a variety of executional elements on both recall and persuasion for 15-second and 30-second television advertising. The data was collected by well known advertising agencies.     

Efficiency of U.S. conservation-compliance program

Under the conservation-compliance program, most of the individual producers are forced to cut their soil erosion to 7 t per acre annually irrespective of the marginal cost of controlling soil erosion. In a system where coupons to a ton of soil loss were issued to producers and traded, the marginal cost of controlling soil loss within each soil type and across different soil types would be equalized. An instrumental variable procedure was used to determine the effect of soil erosion on net profits. The results for Iowa show that there is considerable difference in the marginal opportunity cost of controlling soil erosion between soil types. By assigning one ton of erosion to Iowa soil type Downs (5-10% slope) instead of Clarion (2-5% slope), there is a savings of $5.00 per acre for the society as a whole. The tradable coupon system is not only efficient, but will also bring in more land under soil conservation.     

Impacts of the U.S.-Canadian Potash Dispute on the Costs of U.S. Crop Production

The 1987 U.S. antidumping case against Canadian potash producers has had a significant impact on the production costs of major potash-using crops in the United States. This paper examines these impacts for selected U. S. crops by way of a counterfactual analysis. A transfer function is used to model retail potash prices and the change in the series resulting from the case. Results indicate that expenditures on potash by U. S. farmers increased by an average US $ 0.08 per acre for wheat to US $ 1.78 for potatoes during 1988–92 (July-June). Overall, total U.S. potash expenditures increased by an estimated US $ 629.1 million over this period as a result of the antidumping case.
Le cas américain « anti-dumping >> 1987 contre les producteurs canadiens depotasse aeuun effet majeur sur le coût de production des produits agricoles utilisant intensivement de la potasse awe États-Unis. Cet article évalue ces effets pour certains cultures américaines avec une analyse contrefactuel. Un fonction à transfert est développé pour analyser les prix de vente au détail de la potasse et le changement des prix résultant. Les résultats indiquent que les frais d'achats depotasse par les producteurs américains augmentaient d'une moyenne de 0,08 $ E-U par acre pour le bléà une moyenne de 1,78 $ E-Upour les pommes de terres pendant 1988–1992 (juillet-juin). En somme, l'augmentation des dépenses américains totales pour la potasse est estiméà 629,1 millions de $ E-U durant cette période en conséquence de l'affaire >> antidumping «.     

Advertising Functional Foods: The Effects of Physical Body Size and Appeal Type on Ad Credibility and Purchase Intentions

When advertising functional foods, whether these are in solid or liquid form, marketers can choose different appeal types in combination with different endorser characteristics. In this research study, the authors examine how the credibility of such an ad and purchase intentions for the advertised product are influenced by the physical body size of the endorser and the appeal type used. Based on a 2 × 2 full factorial design, they find that in an ad for an energy drink, endorser body size has an effect on both of these dependent variables, while no differences are found between a functional and an emotional appeal.     

U.S. Agricultural Trade with Mexico

Abstract

This study examined the effects of exchange rates, economic growth, trade liberalization, and export assistance programs on U.S. agricultural exports to Mexico. The Commodity Credit Corporation's GSM-102 Export Credit Guarantee Program reduces the risk associated with export financing and payment. The impact of the export credit guarantee program on U.S. agricultural exports to Mexico was estimated in an import demand model using quarterly data from 1980 to 1996. The results indicate that for every $1 of export credit guarantees, Mexican imports of U.S. farm products increased $0.30. Real income growth in Mexico, however, was the most important factor in the expansion of U.S. exports. Trade liberalization under NAFTA also increased U.S. exports to Mexico.     

U.S. Farm Policy and the Volatility of Commodity Prices and Farm Revenues

A dynamic three-commodity rational-expectations storage model is used to compare the impact of the Federal Agricultural Improvement and Reform (FAIR) Act of 1996 with a free-market policy, and with pre-FAIR policies. Results suggest that FAIR did not lead to significant increases in long-run price volatility or revenue volatility. The main impact of pre-FAIR, relative to the free-market regime, was to substitute government storage for private storage in a way that did little to support prices or to stabilize farm incomes. Results also indicate that U.S. grain market volatility in 1995–2000 was due to fundamental market forces and not to FAIR.     

U.S. Canned Tuna Supply and Demand

Abstract

A 3SLS econometric model is used to estimate price elasticities of supply and demand for domestically produced and imported canned tuna in the U.S. market. In addition, a VAR model is developed to examine the relations between imports and domestically produced canned tuna. For domestically produced canned tuna, a 3SLS estimation of a structural econometric model yielded a coefficient for price elasticity of supply of 0.2 and of own-price demand of ?0.3. Such price inelasticities are expected of a fishery exploited at or near its maximum yields (inelastic supply), and a consumer product widely viewed as almost a necessity in a well-stocked pantry (inelastic demand). In addition, the model yielded a cross-price elasticity of demand with respect to the price of imported canned tuna of 0.45. Additional results include an income elasticity U.S. demand for domestically packed tuna of 0.83; a cross-price elasticity with the price of bread (a complement) of ?0.33, a cross-price elasticity for the price of ground meat (a substitute) of 0.30. With respect to imported canned tuna in the U.S. market, the corresponding elasticities estimated in the model are ?1.3 (own-price demand), 3.5 (income elasticity), ?1.2 (cross-price with the price of bread) and 2.5 (cross-price with the price of ground meat).

For canned tuna company managers, the results provide useful information about the likely effects on sales that would come from their own price changes, from changes in the price of imported canned tuna, and from price changes in the markets for complementary and substitute products. They can also use our results in discussions with U.S. trade negotiators, who are frequently faced with disputes over tariffs, market access, and other trade issues.     

Turnover in U.S. Agricultural Labor Markets

Agricultural workers move in and out of agriculture frequently. Migration between types of jobs takes relatively little time. Legal female workers tend to stay out of the U.S. labor market longer once they stop being employed and their access to jobs outside of agriculture is more limited than that of their male counterparts. Predictions made when the 1986 Immigration Reform and Control Act was passed that granting people amnesty would induce most of them to leave agriculture were incorrect.     

The Effects of NAFTA on Trade and Welfare in the U.S. Fresh Tomato Industry

Abstract

The purpose of this study was to measure NAFTA's impact to date and quantify how the producers and consumers of fresh tomatoes in the United States, Canada and Mexico have benefited or lost. Changes in consumer and producer surpluses were calculated in 2001 US dollars based on simulations of two scenarios. The analysis found that U.S. consumers captured $12.1 billion more surplus than they would have captured had NAFTA not been enacted. Mexican fresh tomato producers gained an additional $2.08 billion in surplus due to NAFTA. In contrast to Mexican growers, U.S. and Canadian producers appear not to have benefited economically from NAFTA. Findings suggest that U.S. producers would have earned $3.29 billion more if NAFTA had not gone into effect. Canadian producer surplus with NAFTA was estimated to be approximately $20 million less with NAFTA, and the total net benefit from NAFTA was found to be a positive $10.87 billion.