SOUTHERN JOURNAL OF AGRICULTURAL ECONOMICS DECEMBER, 1981 GENERIC ADVERTISING, FOB PRICE PROMOTION, AND FOB REVENUE: A CASE STUDY OF THE FLORIDA GRAPEFRUIT JUICE INDUSTRY

Each year many agricultural commodity juice movement. To implement these marketing groups spend millions of dollars advertising and strategies successfully, it is important to under-promoting generic products. Generic advertising stand the effect of generic advertising programs, of a number of farm commodities occurs under and price adjustments on FOB grapefruit juice federal authorization, under separate legislation movements and retail demand for grapefruit or under marketing orders, or it is funded by pro- juice. ducers on a voluntary contribution or mandatory The objective of this study is to estimate the basis. impact of generic advertising of processed grape-More than three-fourths of the advertising pro- fruit and FOB price adjustments on the FOB rev-grams operating under separate federal legisla- enues to the Florida grapefruit processing indus-tion or marketing order authority have been ini- try. The basic relationship of retail demand and tiated during the past ten years (Armbruster). In FOB movement to grapefruit juice prices and addition to existing advertising programs, several Florida generic advertising is discussed. An advertising programs authorized under federal econometric model is formulated, and the esti-legislation were voted down by producers in a mated results from this model are used for analy