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Optimal Control of Generic Fluid Milk Advertising Expenditures

Author

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  • Donald J. Liu
  • Olan D. Forker

Abstract

Optimal expenditures of the New York State milk promotion program are determined for three markets. Spending level in New York City and Albany should be reduced by about 10%, while that for Syracuse should be increased three times. Further, there exists an optimal seasonal advertising pattern which reflects the seasonal pattern of the Class 1 differential. In addition, the optimal spending level and seasonal pattern of the state promotion program depends on those of the national program. Thus, coordination between the two promotional units is essential to achieve optimality.

Suggested Citation

  • Donald J. Liu & Olan D. Forker, 1990. "Optimal Control of Generic Fluid Milk Advertising Expenditures," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 72(4), pages 1047-1055.
    • Handle: RePEc:oup:ajagec:v:72:y:1990:i:4:p:1047-1055.
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    File URL: http://hdl.handle.net/10.2307/1242636
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    Citations

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    Cited by:

    1. Balagtas, Joseph Valdes & Kim, Sounghun, 2005. "Beggar-Thy-Self Advertising: A Multi-Market Model of Generic Promotion for Dairy Products," 2005 Annual meeting, July 24-27, Providence, RI 19303, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Sylvie Tchumtchoua & Ronald W. Cotterill, 2010. "Optimal Brand and Generic Advertising Policies in a Dynamic Differentiated Product Oligopoly," Food Marketing Policy Center Research Reports 126, University of Connecticut, Department of Agricultural and Resource Economics, Charles J. Zwick Center for Food and Resource Policy.
    3. Philip R. Vande Kamp & Harry M. Kaiser, 2000. "Optimal Temporal Policies in Fluid Milk Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 82(2), pages 274-286.
    4. Holloway, Garth J. & Peyton, L. James & Griffith, Garry R., 2000. "Was the Australian Meat and Live-stock Corporation's advertising efficient?," Australian Journal of Agricultural and Resource Economics, Australian Agricultural and Resource Economics Society, vol. 44(1), pages 1-27.
    5. Metin Cakir & Joseph V. Balagtas, 2010. "Econometric evidence of cross-market effects of generic dairy advertising," Agribusiness, John Wiley & Sons, Ltd., vol. 26(1), pages 83-99.
    6. Perekhozhuk, Oleksandr, 2007. "Marktstruktur und Preisbildung auf dem ukrainischen Markt für Rohmilch," Studies on the Agricultural and Food Sector in Transition Economies, Leibniz Institute of Agricultural Development in Transition Economies (IAMO), volume 41, number 92322.
    7. Nicholson, Charles F. & Kaiser, Harry M., 2008. "Dynamic market impacts of generic dairy advertising," Journal of Business Research, Elsevier, vol. 61(11), pages 1125-1135, November.
    8. John Lenz & Harry M. Kaiser & Chanjin Chung, 1998. "Economic analysis of generic milk advertising impacts on markets in New York State," Agribusiness, John Wiley & Sons, Ltd., vol. 14(1), pages 73-83.
    9. Goddard, E.W., 1994. "Nec-63 Conference On Promotion In The Marketing Mix: What Works Where And Why," Promotion in the Marketing Mix: What Works, Where and Why, April 28-29, 1994, Toronto, Canada 279588, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    10. Kinnucan, Henry W. & Chang, Hui-Shung (Christie) & Venkateswaran, Meenakshi, 1993. "Generic Advertising Wearout," Review of Marketing and Agricultural Economics, Australian Agricultural and Resource Economics Society, vol. 61(03), pages 1-15, December.
    11. Suzuki, Nobuhiro & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1993. "Evaluating U.S. Generic Milk Advertising Effectiveness Using An Imperfect Competition Model," Research Bulletins 123015, Cornell University, Department of Applied Economics and Management.
    12. Schmit, Todd M. & Kaiser, Harry M., 2007. "Optimal Seasonal Allocation of Generic Dairy Advertising Expenditures," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 39(1), pages 1-23, April.
    13. Chen, Kevin Z. & Weerahewa, Jeevika, 1998. "Regulation, Market Power, And Advertising Effectiveness," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 27(2), pages 1-9, October.
    14. Kaiser, Harry M. & Forker, Olan D., 1993. "Analysis Of Generi," Research Bulletins 123010, Cornell University, Department of Applied Economics and Management.
    15. Kassas, Bachir & Palma, Marco A. & Hall, Charles R., 2020. "Informing Generic Advertising Programs by Investigating Income and Relative Return Heterogeneities in Voluntary Contributions Mechanisms," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 46(2), August.
    16. Rickard, Bradley J. & Liaukonyte, Jura & Kaiser, Harry M. & Richards, Timothy J., 2010. "Examining consumer response to commodity-specific and broad-based promotion programs for fruits and vegetables using experimental economics," Working Papers 126965, Cornell University, Department of Applied Economics and Management.
    17. Howard Doran, 1993. "Testing Nonnested Models," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 75(1), pages 95-103.

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