Abstract
Since 1973, potato producers have used commodity advertising to increase the demand and value perception of fresh potatoes and processed potato products. Advertising dollars for generic promotion currently total $3.7 million annually, and these funds are generated from a check-off program which assesses producers 2.3 cents per hundredweight. Potato processors allocate an additional $46 million annually to advertise branded potato products. This research examines the effectiveness of these advertising dollars in increasing demand for potatoes. Results show that both brand and generic advertising are effective in stimulating demand for all processed potato products. Generic advertising does not positively impact the demand for fresh potatoes.
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