Some Guides for Improving Commodity Promotional Programs

Excerpts from the report: The Economic Research Service recently conducted a study to appraise the present operational practices and procedures of commodity promotional groups and to obtain information which would aid in formulating broad recommendations for increasing the effectiveness with which these programs are executed. Information for the study was obtained from a survey of a sample of producer-promotion groups, marketing cooperatives, commercial food processing and distributing firms, and advertising and public relations agencies servicing agricultural clients. The results of the survey are appraised in this article in the light of quantitative research findings in other studies and commonly accepted views of the necessary ingredients of effective promotional practices and procedures