营销论文-经典.pdfVIP

Newspaper Advertisement Characteristics and Consumer Preferences for Apples : A MIMIC Model Approach Paul M. Patterson and Timothy J . Richards Morrison School of Agribusiness Resource Management Arizona State University East. 7001 E. Williams Field Rd, Mesa, AZ 85212 ABSTRACT A structural latent variable mode ! is used to simultaneously determine the affect of newspaper ad- veniscmen.l characierislics on consumer preferences for apples and on demand for apple varieties. The iidvenisemcnt characleristies considered included size, color, and logos. The estimalcd apple preference variable is an important explanatory variable in apple variety demand. Model specillca- lions ihal exclude ihe variable tend to overstate own-price demand elasticities. Ad size has a positive impaci on Golden Delieious, Granny Smith, and Gala sales, bul a negative impact on Red Deliciotis sales. Color ads, though, were only found to significantly influence Red Delicious sales. The use of a logo had no impact on apple sales, © 2000 John Wiley Sons, Ine. 1. INTRODUCTION The leaders of farm commodity associations are under increased pressure to demonstrate the effectiveness of promotion expenditures. For both legal and managerial reasons, mar- keting managers in these associations are seeking measures ofthe effectiveness of alterna- tive media, such as magazines, newspapers, radio, television, direct mail, in-store demos, and outdoor Ibnnats (billboards and bus banners), so that they can evaluate past allocation decisions and plan for the future. In response to these demands, there i.s a growing litera- ture on media choice decisions by generic commodity promotion organizations (see Kin- nucan Thomas, 1997). Decisions on media type, though, are just the beginning for marketing practitioners, as decisions on advertisement design and fo