The Power Of Promotion

摘要

RECENT attacks on marketing orders have commissions scrambling to prove their generic promotions directly benefit the individual grower. Some have found the answer in econometrics -- a statistical tool used to document how advertising helps growers' bottom line. But depending on an upcoming Supreme Court decision, proof that marketing orders are effective may not be enough to save them. The Court will decide whether commodity groups must prove their generic promotion programs increase consumption better than the efforts of individual growers or handlers.