CONTENTS

The California Prune Board's Promotion Program

Editor's Notes

An Economic Evaluation of California Avocado Industry Marketing Programs, 1961-1995

Manager's Viewpoint

Director’s Column

Next Meeting

Editor's Notes

by Una Moneypenny

Greetings from Ithaca, NY, where we are currently experiencing beautiful fall weather.
In this issue, we've decided to cover two industries from a decidedly different fall environment: California's prunes and Avocadoes.

You'll find a study by Alston, et al. that examines the effectiveness of expenditures on consumer demand, and the effects of promotion on marketing for the California prune industry.

We have also included a study by Carman, et al. that examines the California avocado industry, with a special focus on the effects of promotion on demand and price.

Gregg Payne, President of Quantum Communications in Monarch Beach, California, has supplied a commentary on commodity marketing and promotion in his Manager's Viewpoint.

In the Director's Corner, Harry Kaiser reports the details of the annual meeting of the NICPRE Advisory and Steering committees.

I hope you enjoy this issue.