Year: 2013
Type: article
Abstract: This study evaluates the effectiveness of a point of purchase advertising program conducted for two local horticultural brands in Texas. The results based on surveys gathered before and after the program was launched suggest that the campaign size was not sufficient to significantly increase brand awareness and overall demand, yet it increased willingness to pay by 5.5% for those consumers aware of one of the brands. A major factor found to increase willingness to pay and likelihood of brand awareness was purchase frequency measured in transactions per month, which suggests that other advertising methods aimed to increase buying frequency might affect demand more effectively.
Institutions: Texas A&M University, Clemson University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
Funder: Texas Department of Agriculture
OpenAlex ID: W83346915