ECONOMIC EFFECTIVENESS OF BRAND ADVERTISING PROGRAMMES FOR U.S. ORANGE JUICE IN THE EUROPEAN MARKET: AN ERROR COMPONENT ANALYSIS
用计量模型评估美国橙汁三方广告计划对欧洲需求的影响，发现该计划比降价更能有效扩大出口，对美国柑橘产业更经济。
An econometric model is used to measure the impact of the Three‐Party Programme on European demand for U.S. orange juice. The results show that the programme has helped expand the demand for orange juice in European countries and, from the viewpoint of the U.S. citrus industry, is an economically preferred way of generating additional exports compared with using price reductions to achieve additional sales.