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The 2007-2012 Outlook for Food Advertising in the United States

Icon Group International, Inc.
November 1, 2006
703 Pages - SKU: ICN1718456

Abstract Table of Contents Related Reports

Countries covered: United States

This study covers the latent demand outlook for food advertising across the states and cities of the United States. Latent demand (in millions of U.S. dollars), or potential industry earnings (P.I.E.) estimates are given across some 12,900 cities in the United States. For each city in question, the percent share the city is of it’s state and of the United States is reported. These comparative benchmarks allow the reader to quickly gauge a city vis-à-vis others. This statistical approach can prove very useful to distribution and/or sales force strategies. Using econometric models which project fundamental economic dynamics within each state and city, latent demand estimates are created for food advertising. This report does not discuss the specific players in the market serving the latent demand, nor specific details at the product level. The study also does not consider short-term cyclicalities that might affect realized sales. The study, therefore, is strategic in nature, taking an aggregate and long-run view, irrespective of the players or products involved.

This study does not report actual sales data (which are simply unavailable, in a comparable or consistent manner in virtually all of the cities in the United States). This study gives, however, my estimates for the latent demand, or the P.I.E., for food advertising in the United States. It also shows how the P.I.E. is divided and concentrated across the cities and regional markets of the United States. For each state, I also show my estimates of how the P.I.E. grows over time. In order to make these estimates, a multi-stage methodology was employed that is often taught in courses on strategic planning at graduate schools of business.

1 INTRODUCTION: 1.1 Overview; 1.2 What is Latent Demand and the P.I.E.?; 1.3 The Methodology
2 SUMMARY OF FINDINGS: 2.1 Latent Demand in The US
3 FAR WEST: 3.1 Executive Summary; 3.2 Latent Demand by Year - Alaska; 3.3 Cities Sorted by Rank - Alaska; 3.4 Cities Sorted by Zipcode - Alaska; 3.5 Latent Demand by Year - California; 3.6 Cities Sorted by Rank - California; 3.7 Cities Sorted by Zipcode - California; 3.8 Latent Demand by Year - Hawaii; 3.9 Cities Sorted by Rank - Hawaii; 3.10 Cities Sorted by Zipcode - Hawaii; 3.11 Latent Demand by Year - Nevada; 3.12 Cities Sorted by Rank - Nevada; 3.13 Cities Sorted by Zipcode - Nevada; 3.14 Latent Demand by Year - Oregon; 3.15 Cities Sorted by Rank - Oregon; 3.16 Cities Sorted by Zipcode - Oregon; 3.17 Latent Demand by Year - Washington; 3.18 Cities Sorted by Rank - Washington; 3.19 Cities Sorted by Zipcode - Washington
4 GREAT LAKES: 4.1 Executive Summary; 4.2 Latent Demand by Year - Illinois; 4.3 Cities Sorted by Rank - Illinois; 4.4 Cities Sorted by Zipcode - Illinois; 4.5 Latent Demand by Year - Indiana; 4.6 Cities Sorted by Rank - Indiana; 4.7 Cities Sorted by Zipcode - Indiana; 4.8 Latent Demand by Year - Michigan; 4.9 Cities Sorted by Rank - Michigan; 4.10 Cities Sorted by Zipcode - Michigan; 4.11 Latent Demand by Year - Ohio; 4.12 Cities Sorted by Rank - Ohio; 4.13 Cities Sorted by Zipcode - Ohio; 4.14 Latent Demand by Year - Wisconsin; 4.15 Cities Sorted by Rank - Wisconsin; 4.16 Cities Sorted by Zipcode - Wisconsin
5 MID-ATLANTIC: 5.1 Executive Summary; 5.2 Latent Demand by Year - Delaware; 5.3 Cities Sorted by Rank - Delaware; 5.4 Cities Sorted by Zipcode - Delaware; 5.5 Latent Demand by Year - District of Columbia; 5.6 Cities Sorted by Rank - District of Columbia; 5.7 Cities Sorted by Zipcode - District of Columbia; 5.8 Latent Demand by Year - Maryland; 5.9 Cities Sorted by Rank - Maryland; 5.10 Cities Sorted by Zipcode - Maryland; 5.11 Latent Demand by Year - New Jersey; 5.12 Cities Sorted by Rank - New Jersey; 5.13 Cities Sorted by Zipcode - New Jersey; 5.14 Latent Demand by Year - New York; 5.15 Cities Sorted by Rank - New York; 5.16 Cities Sorted by Zipcode - New York; 5.17 Latent Demand by Year - Pennsylvania; 5.18 Cities Sorted by Rank - Pennsylvania; 5.19 Cities Sorted by Zipcode - Pennsylvania
6 NEW ENGLAND: 6.1 Executive Summary; 6.2 Latent Demand by Year - Connecticut; 6.3 Cities Sorted by Rank - Connecticut; 6.4 Cities Sorted by Zipcode - Connecticut; 6.5 Latent Demand by Year - Maine; 6.6 Cities Sorted by Rank - Maine; 6.7 Cities Sorted by Zipcode - Maine; 6.8 Latent Demand by Year - Massachusetts; 6.9 Cities Sorted by Rank - Massachusetts; 6.10 Cities Sorted by Zipcode - Massachusetts; 6.11 Latent Demand by Year - New Hampshire; 6.12 Cities Sorted by Rank - New Hampshire; 6.13 Cities Sorted by Zipcode - New Hampshire; 6.14 Latent Demand by Year - Rhode Island; 6.15 Cities Sorted by Rank - Rhode Island; 6.16 Cities Sorted by Zipcode - Rhode Island; 6.17 Latent Demand by Year - Vermont; 6.18 Cities Sorted by Rank - Vermont; 6.19 Cities Sorted by Zipcode - Vermont
7 PLAINS: 7.1 Executive Summary; 7.2 Latent Demand by Year - Iowa; 7.3 Cities Sorted by Rank - Iowa; 7.4 Cities Sorted by Zipcode - Iowa; 7.5 Latent Demand by Year - Kansas; 7.6 Cities Sorted by Rank - Kansas; 7.7 Cities Sorted by Zipcode - Kansas; 7.8 Latent Demand by Year - Minnesota; 7.9 Cities Sorted by Rank - Minnesota; 7.10 Cities Sorted by Zipcode - Minnesota; 7.11 Latent Demand by Year - Missouri; 7.12 Cities Sorted by Rank - Missouri; 7.13 Cities Sorted by Zipcode - Missouri; 7.14 Latent Demand by Year - Nebraska; 7.15 Cities Sorted by Rank - Nebraska; 7.16 Cities Sorted by Zipcode - Nebraska; 7.17 Latent Demand by Year - North Dakota; 7.18 Cities Sorted by Rank - North Dakota; 7.19 Cities Sorted by Zipcode - North Dakota; 7.20 Latent Demand by Year - South Dakota; 7.21 Cities Sorted by Rank - South Dakota; 7.22 Cities Sorted by Zipcode - South Dakota
8 ROCKIES: 8.1 Executive Summary; 8.2 Latent Demand by Year - Colorado; 8.3 Cities Sorted by Rank - Colorado; 8.4 Cities Sorted by Zipcode - Colorado; 8.5 Latent Demand by Year - Idaho; 8.6 Cities Sorted by Rank - Idaho; 8.7 Cities Sorted by Zipcode - Idaho; 8.8 Latent Demand by Year - Montana; 8.9 Cities Sorted by Rank - Montana; 8.10 Cities Sorted by Zipcode - Montana; 8.11 Latent Demand by Year - Utah; 8.12 Cities Sorted by Rank - Utah; 8.13 Cities Sorted by Zipcode - Utah; 8.14 Latent Demand by Year - Wyoming; 8.15 Cities Sorted by Rank - Wyoming; 8.16 Cities Sorted by Zipcode - Wyoming
9 SOUTHEAST: 9.1 Executive Summary; 9.2 Latent Demand by Year - Alabama; 9.3 Cities Sorted by Rank - Alabama; 9.4 Cities Sorted by Zipcode - Alabama; 9.5 Latent Demand by Year - Arkansas; 9.6 Cities Sorted by Rank - Arkansas; 9.7 Cities Sorted by Zipcode - Arkansas; 9.8 Latent Demand by Year - Florida; 9.9 Cities Sorted by Rank - Florida; 9.10 Cities Sorted by Zipcode - Florida; 9.11 Latent Demand by Year - Georgia; 9.12 Cities Sorted by Rank - Georgia; 9.13 Cities Sorted by Zipcode - Georgia; 9.14 Latent Demand by Year - Kentucky; 9.15 Cities Sorted by Rank - Kentucky; 9.16 Cities Sorted by Zipcode - Kentucky; 9.17 Latent Demand by Year - Louisiana; 9.18 Cities Sorted by Rank - Louisiana; 9.19 Cities Sorted by Zipcode - Louisiana; 9.20 Latent Demand by Year - Mississippi; 9.21 Cities Sorted by Rank - Mississippi; 9.22 Cities Sorted by Zipcode - Mississippi; 9.23 Latent Demand by Year - North Carolina; 9.24 Cities Sorted by Rank - North Carolina; 9.25 Cities Sorted by Zipcode - North Carolina; 9.26 Latent Demand by Year - South Carolina; 9.27 Cities Sorted by Rank - South Carolina; 9.28 Cities Sorted by Zipcode - South Carolina; 9.29 Latent Demand by Year - Tennessee; 9.30 Cities Sorted by Rank - Tennessee; 9.31 Cities Sorted by Zipcode - Tennessee; 9.32 Latent Demand by Year - Virginia; 9.33 Cities Sorted by Rank - Virginia; 9.34 Cities Sorted by Zipcode - Virginia; 9.35 Latent Demand by Year - West Virginia; 9.36 Cities Sorted by Rank - West Virginia; 9.37 Cities Sorted by Zipcode - West Virginia
10 SOUTHWEST: 10.1 Executive Summary; 10.2 Latent Demand by Year - Arizona; 10.3 Cities Sorted by Rank - Arizona; 10.4 Cities Sorted by Zipcode - Arizona; 10.5 Latent Demand by Year - New Mexico; 10.6 Cities Sorted by Rank - New Mexico; 10.7 Cities Sorted by Zipcode - New Mexico; 10.8 Latent Demand by Year - Oklahoma; 10.9 Cities Sorted by Rank - Oklahoma; 10.10 Cities Sorted by Zipcode - Oklahoma; 10.11 Latent Demand by Year - Texas; 10.12 Cities Sorted by Rank - Texas; 10.13 Cities Sorted by Zipcode - Texas
11 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS: 11.1 Disclaimers Safe Harbor; 11.2 ICON Group International, Inc. User Agreement Provisions

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