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Effect Of Generic Advertising On The Demand For Fluid Milk: The Case Of The Texas Market Order

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  • Capps, Oral, Jr.
  • Schmitz, John D.
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    Abstract

    This analysis indicates that generic advertising expenditures, ceteris paribus, generated rightward shifts in demand for fluid milk in the Texas Market Order over the period January 1980 to September 1988. Generally, the results from this study are in agreement with previous research efforts which suggest that generic advertising can increase the demand for fluid milk. Importantly, in this analysis, the impacts of television and radio advertising have been effectively disentangled. Television advertising generates a response that wears off more quickly than radio advertising. Also, the long-run effect of radio advertising is bout 1.75 times greater than the long-run effect of television advertising.

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    File URL: http://purl.umn.edu/30043
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    Bibliographic Info

    Article provided by Southern Agricultural Economics Association in its journal Southern Journal of Agricultural Economics.

    Volume (Year): 23 (1991)
    Issue (Month): 02 (December)
    Pages:

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    Handle: RePEc:ags:sojoae:30043

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    Web page: http://www.saea.org/jaae/jaae.htm
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    Related research

    Keywords: Demand and Price Analysis; Marketing;

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    1. Jensen, Helen H. & Kesavan, T. & Johnson, Stanley R., 1992. "Measuring the Impact of Health Awareness on Food Demand," Staff General Research Papers 11239, Iowa State University, Department of Economics.
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    Cited by:
    1. Henry W. Kinnucan & Yuliang Miao, 1999. "Media-specific returns to generic advertising: The case of catfish," Agribusiness, John Wiley & Sons, Ltd., vol. 15(1), pages 81-99.

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