To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign
By: Carpio, Carlos E.; Isengildina-Massa, Olga
Carpio, Carlos E.; Isengildina-Massa, Olga, To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign, Journal of Agricultural and Resource Economics, Volume 35, Issue 2, August 2010, Pages 245-260
This paper develops a framework for assessing the potential economic impact of a regional promotion campaign combining contingent valuation methods with a partial displacement equilibrium model. The proposed approach is applied to the evaluation of the potential economic impact of the locally grown campaign in South Carolina. Results reveal that the first season of the promotion campaign increased consumer willingness to pay for produce by 3.4%. The change in consumer preferences and the corresponding shift in demand increased producer surplus by $3.09 million. This economic benefit, combined with the 2007 promotion campaign investment, resulted in a benefit-cost ratio of 6.18.