Other issues to be considered in these diverse programs, Dr. Nichols said, are how assessments are collected and when referenda are conducted. Most programs have moved toward both these goals, Dr. Nichols said. A final consideration is how much federal oversight is required. The bottom line for producers, Dr. Nichols said, is whether these programs work. Unfortunately, there is no cut and dried answer.
Most evaluations look at only the advertising component.
Unfortunately, some studies have found no market response at all. The weakness in most investigations continues to be the focus on advertising, Dr. Nichols said. This means that effects of new product development, rapid response to changing consumer habits and increased knowledge of the market by producers are not taken into account. For any commodity promotion program, the evaluation must be broad enough to take into consideration the full range of promotional efforts to be valid Dr. Nichols said. It must also address both the market and industry goals.