Estimates of Florida Department of Citrus Promotional Impacts on Orange Juice Demand Based on Time-Series and Cross-Sectional Data

Abstract

In this study, city-by-city, weekly grocery store sales data were used to estimate the impacts of the FDOC, TV, RADIO and HC promotional programs. The estimates indicate that the RADIO program was effective, having a B/C of 1.4. For the TV and HC programs, benefits were less than costs.