This study investigates consumer response to various types of advertising for fruits and vegetables—a food category … advertising is measured empirically. This study finds that broad-based advertising, which is generic advertising for the entire … broad-based advertising for fruits and vegetables, either alone or as a hybrid with individual commodity-specific campaigns …

We investigate consumer response to various types of advertising for fruits and vegetables—a food category which health … commodity-specific (widely used in the United States) advertising campaigns for various fruits and vegetables is empirically … measured. We show that broad-based advertising effects far exceed those of the commodity-specific advertising and discuss the …

Generic promotion and advertising activities have traditionally been used to promote individual agricultural … effects of advertising. Econometric results indicate that commodity-specific promotional efforts may be less effective at … significant clockwise rotational effect on the demand for fruits and vegetables. Broad-based advertising does have a direct effect …

, income, and advertising. Advertising effects are statistically significant, but modest. The question ofwhether milk … advertising is profitable when demand interrelationships are taken into account must await additional research. …

them come from the household heterogeneity in preferences. Results also show that advertising increases the purchase …

article examines the impact of advertising on the demand for nonalcoholic beverages in the United States. We employed an AIDS … (almost ideal demand system) model of five jointly estimated equations that included advertising expenditures as explanatory … variables to evaluate annual U.S. consumption of nonalcoholic beverages for 1974 through 2005. Results suggest that advertising …

-specific heterogeneity. In the empirical application for milk purchase, we find that generic advertising increases the probability of market …