Both a single equation model and Rotterdam demand system were used to estimate the impact of advertising on OJ demand. In the single equation model, OJ gallon sales were related to OJ advertising, grapefruit juice advertising, the price of OJ, seasonality variables, consumer income, and a dummy...

This paper discusses the long-run impact of generic advertising for orange juice in the United States.

This paper discusses some of the issues with respect to a generic advertising program for not-from-concentrate (NFC) orange juice aimed at increasing Florida grower returns.