Promotion Research Program
Projects and Presentations
Projects and Presentations
The CCPRP has conducted and sponsored numerous projects over the past several years. The following is a list, a brief description, and citations for any publications that resulted from specific projects initiated since 1994.
94-1 Advisory and Steering Committee Activities (Kaiser and Forker @ Cornell University) - A continuing project from April 15, 1994. Advisory and steering committees have been appointed. A joint meeting of the two committees was held on September 27-28, 1994 in Ithaca, New York, on September 11-12, 1995 in Annapolis, Maryland, and in Ithaca, New York on September 12-13, 1996. Minutes were kept and distributed. The committees provided guidance on the structure of the National Institute for Commodity Promotion Research and Evaluation (NICPRE), the direction of research, the purpose and nature of a newsletter, and the coordination of NICPRE activities with the needs of the promotion industry and the government.
94-2 Data Archive for Commodity Promotion Research (Kaiser, Lenz, and Forker @ Cornell University) - A continuing project from April 15, 1994. The emphasis is on the collection of information on generic advertising expenditures for the major commodities and the maintenance of a database on research reports relating to evaluation and management of commodity promotion programs. Advertising expenditures for all food products are being compiled in a computer database.
Publications:
Forker, O.D. and C. Clary. "Data Requirements for the Economic Evaluation of Commodity Promotion Programs." At a Professional Development Seminar of the 1994 National Agri- Marketing Association Annual Conference held April 5-8, 1994 in Indianapolis, Indiana.
94-3 Cross-Commodity Effects of Commodity Advertising Programs (Kaiser @ Cornell University) - A continuing project with completion by September 30, 1997. Data has been and is being collected under Project 94-2 to estimate the impact of generic and brand advertising for commodities that have federal checkoff programs. This project involves a systems approach to determine the cross-commodity effects of each program on the other.
94-4 Effectiveness and Allocation of Dairy Industry Generic Promotion Funds (Kaiser @ Cornell University) - An annual evaluation and report for this project have been completed each of the past four years and will continue to be done over the life of this project. The most recent report was published in July 1996. In this study, data for the estimation of retail, wholesale, and farm demand and supply functions were updated through quarter three of 1995. The model was re- estimated with the new data. The estimated model was used to simulate the impacts of various generic advertising expenditure levels on market prices and quantities, as well as government purchases of products under the price support program. Also, the model simulated the impact on market prices and quantities of alternative allocations of advertising funds among fluid milk, cheese, and butter.
Publications:
Kaiser, Harry M. "The ABCs of Economic Evaluation of the National Generic Dairy Promotion Program." Presentation Made at the Annual Meeting of Cooperatives held July 15, 1996 in Boston, Massachusetts.
Kaiser, Harry M. "Impact of National Dairy Advertising on Dairy Markets." Paper Presented at the Annual Conference of the Western Economic Association International Association held July 1, 1996 in San Francisco, California.
Kaiser, Harry M. "Impact of National Dairy Advertising on Dairy Markets, 1984-95." NICPRE Research Bulletin 96-5, National Institute for Commodity Promotion Research and Evaluation, Department of Agricultural, Resource, and Managerial Economics, Cornell University, July 1996.
Kaiser, Harry M. "Are Dairy Farmers Getting Their 15 Cents Worth?" Hoard's Dairyman 141(1996):714.
Kaiser, Harry M. "An Analysis of Generic Dairy Promotion in the United States." NICPRE Research Bulletin 95-1, National Institute for Commodity Promotion Research and Evaluation, Department of Agricultural, Resource, and Managerial Economics, Cornell University, July 1995.
Kaiser, H.M. "An Economic Evaluation of the National Generic Dairy Promotion Program." Presentation Made at the Annual Meeting of Dairy Management Inc. held May 24, 1995 in Washington, D.C.
Kaiser, Harry M. and Olan D. Forker. "Dairy Promotion Raises Consumption." Hoard's Dairyman 140(1995):587.
Kaiser, Harry M. and Olan D. Forker. "Economic Impacts of National Generic Dairy Advertising." NICPRE Quarterly 3(1995):1-3.
Kaiser, H.M. and O.D. Forker. "The Economics of National Generic Dairy Promotion." Written and Oral Testimony Before the House Livestock, Dairy, and Poultry Subcommittee given May 16, 1995 in Washington, D.C.
Kaiser, Harry M. and Nobuhiro Suzuki. "Imperfect Competition Models and Commodity Promotion Evaluation: The Case of U.S. Generic Dairy Advertising," in New Methodologies for Commodity Promotion Economics. Kaiser, Kinnucan, and Ferrero (eds). Proceedings of the NEC-63 Conference held October 5-6, 1995 in Sacramento, California. Ithaca: NICPRE, 1996.
Kaiser, H.M., O.D. Forker, J.E. Lenz, and C. Sun. "Evaluating Generic Dairy Advertising Impacts on Retail, Wholesale, and Farm Milk Markets." The Journal of Agricultural Economics Research 44(1993):3-17.
Suzuki, N., H.M. Kaiser, J.E. Lenz, K. Kobayashi, and O.D. Forker. "Evaluating Generic Milk Promotion Effectiveness with an Imperfect Competition Model." American Journal of Agricultural Economics 76(1994):296-302.
94-5 Advertising Wearout in Generic Promotion Programs (Reberte, Kaiser, Lenz, and Forker @ Cornell University) - This project was completed in July 1995. This project estimated the duration of generic advertising campaigns before viewers became indifferent toward the advertising message. A case study of fluid milk advertising in the New York City market was examined. Regression analysis was conducted to determine the relation between the level of advertising and the rate at which changes occur in awareness and attitude. The results indicated that wearout patterns followed an inverted u shape, with advertising elasticities increasing in earlier periods, reaching a maximum point, and then decaying in later months.
Publications:
Reberte, J. Carlos, Harry M. Kaiser, John Lenz, and Olan D. Forker. "Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign." Journal of Agricultural and Resource Economics 21(2):199-209.
Reberte, J.C., H.M. Kaiser, J. Lenz, and O.D. Forker. "Generic Advertising Wearout: The Case of the New York City Fluid Milk Campaign." NICPRE Research Bulletin 95-3, National Institute for Commodity Promotion Research and Evaluation, Department of Agricultural, Resource, and Managerial Economics, Cornell University, July 1995.
94-6 Effects of Nonprice Export Promotion in the Presence of Farm Programs (Kinnucan and Duffy @ Auburn University) - A continuing project since April 1994. An equilibrium displacement model and static optimization models of the U.S. cotton and wool industries have been developed to determine the impact of changes in price support policies, tariffs, export subsidies, and promotion subsidies on producer welfare and treasury outlays for price support, and to indicate optimal market allocation rules for promotion funds. Fiber demand models have been estimated for cotton, wool, polyester, and rayon utilizing quarterly data for 1977-95 to estimate market responses to wool and cotton promotions.
Publications:
Ding, L. Optimal State Decisions Rules for Allocating Advertising Funds between Domestic and Foreign Markets: U.S. Cotton, M.S. Thesis, Auburn University, Spring 1996.
Ding, L. and H. W. Kinnucan. "Market Allocation Rules for Nonprice Promotion with Farm Programs: U.S. Cotton." Journal of Agricultural and Resource Economics (forthcoming).
Kinnucan, H. W. and K. Z. Ackerman. "Public Funding of Foreign Market Development Programs," in Public Policy and in Foreign and Domestic Market Development. Padberg (ed). Department of Agricultural Economics: Texas A&M University, 1995.
Kinnucan, H. W. and J. E. Christian. "A Method for Measuring Returns to Nonprice Export Promotion with Application to Almonds." Journal of Agricultural and Resource Economics(forthcoming).
Kinnucan, H. W. and L. Ding. "Nonprice Export Promotion with Market Distortions and Spillovers: The Case of IWS Wool Promotion in the U.S." (in review with American Journal of Agricultural Economics).
Kinnucan, H. W., P. A. Duffy, and K. Z. Ackerman. "Effects of Price vs. Nonprice Export Promotion: The Case of Cotton." Review of Agricultural Economics 16(1995): 91-100.
Kinnucan, H. W., P. A. Duffy, and L. Ding. "Optimal Promotion in Protected Industries." (in review with American Journal of Agricultural Economics).
94-7 Advertising Response in Northeast Fluid Milk Markets (Lenz @ Cornell University) - A continuing project. Equations have been estimated for New York City, Albany, and Syracuse based on monthly data from 1986 through 1995. Preliminary estimation has been performed for three other markets. The advertising coefficients provide an estimate of consumer response to the advertising efforts. Present results indicate that the response in Buffalo is considerably greater that the response in the other markets. The model is now being estimated with data through 1996.
Publications:
Lenz, John, H.M. Kaiser, and C. Chung. "An Economic Analysis of Generic Milk Advertising Impacts on Markets in New York State." NICPRE Research Bulletin 97-2, National Institute for Commodity Promotion Research and Evaluation, Department of Agricultural, Resource, and Managerial Economics, Cornell University, April 1997.
Lenz, John, H.M. Kaiser, and C. Chung. "An Economic Analysis of Generic Milk Advertising Impacts on Markets in New York State." (in review with Agribusiness: An International Journal).
94-8 Use of Supermarket Scan Data for Promotion Campaign Evaluation (Capps and Nichols @ Texas A&M University) - A continuing project. The primary thrust of this project is to determine whether gross rating points or advertising expenditures are a better measure of advertising effort. A Rotterdam demand system model has been developed and the data have all been collected. The next step is to conduct non-nested procedures to determine which of the two measures of advertising effort are superior.
Publications:
Capps, Jr., O. "Uses of Supermarket Scanner Data in Economic and Market Research." Journal of AGSI 2(1995): 46-52.
Capps, Jr., O., S. C. Seo, and J. P. Nichols. "On the Estimation of Advertising Effects for Branded Products: An Application to Spaghetti Sauces." Journal of Agricultural and Applied Economics (forthcoming).
94-9 Economic Implications of The Generic Advertising of Lowfat Products (Kaiser and Reberte @ Cornell University) - This project was completed in July 1995. The purpose of this project was to determine whether or not there was a statistical difference in sales responsiveness of advertising among whole, lowfat, and skim milk consumers. A case study for New York City was presented using monthly time series demand data from 1986 through 1992. Separate per capita demand functions were estimated for whole, lowfat, and skim milk when per capita generic fluid milk advertising expenditure was used as one of the explanatory variables. The sales responsiveness was found to be positive and statistically significant at the 10 percent level for whole and lowfat milk, but not significant for skim milk.
Publications:
Kaiser, Harry M. and J. Carlos Reberte. "Impact of Generic Fluid Milk Advertising on Whole, Lowfat, and Skim Milk Demand." Journal of Dairy Science 79(1996):2284-2291.
Kaiser, Harry M. and J. Carlos Reberte. The Impact of Generic Fluid Milk Advertising on Whole, Lowfat, and Skim Milk Demand." NICPRE Quarterly 3(1995):2.
Kaiser, H. M. and J.C. Reberte. "Impact of Generic Fluid Milk Advertising on Whole, Lowfat, and Skim Milk Demand." NICPRE Research Bulletin 95-2, National Institute for Commodity Promotion Research and Evaluation, Department of Agricultural, Resource, and Managerial Economics, Cornell University, July 1995.
Lenz, J. and O.D. Forker. "The Farm Level Economic Implications of Shifts Toward Lowfat Fluid Milk Products." Presentation Given to the staff of Dairy Management, Inc. on September 28, 1994.
94-10 The Effectiveness of Different Media in Generic and Brand Advertising Programs (Clary @ New Mexico State University) - This project continues until June 1997. The objective of this project is to measure the relative effectiveness of different mass media vehicles (TV, radio, newspaper, magazines, and outdoor) used in both generic and brand advertising programs on the farm level demand for milk. A farm-level derived demand model incorporating retail- and wholesale-level supply and demand relationships will be used to estimate the effectiveness of generic and brand dairy advertising expenditures on farm-level milk prices.
94-11 Commodity Promotion Research Newsletter/Education Program (Lenz, Ferrero, and Kaiser@ Cornell University) - Continuous. All four quarter issues were published for 1995 and 1996. An annotated bibliography of commodity promotion research was published as a supplement to the newsletter in early 1996.
94-12 The Relationship Between Consumer Beliefs, Product Attributes, Consumption Behavior, and Product Choice (Miles and Lenz @ Cornell University) - This project was completed in July 1995. The objective of this project was to test the hypothesis that there is a link between consumer attitudes, beliefs, product attributes, and consumer behavior. Our findings indicated that the hypothesized linkages do exist. In particular, when the three milk types--whole, lowfat, and skim- -were analyzed, results suggested that consumers were influenced in their milk type choices by their perceptions of the milk types' satisfaction, versatility, health, and nutrition attributes. When competing beverages were incorporated into the analysis, taste attributes also became important.
Publications:
Miles, H., S. Schwager, and J.E. Lenz. "Perceptual Dimensions That Influence Consumers' Choices of Milk Type for Beverage Use." Agribusiness 11(1995):263-72.
Miles, H., S.J. Schwager, and J.E. Lenz. "Identifying a Reduced Set of Salient Attributes that Influence Consumer's Choice Among Whole, Lowfat, and Skim Milk for Beverage Use." Research Bulletin 94-06, Department of Agricultural, Resource, and Managerial Economics, Cornell University, 1994.
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