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Evaluating the effectiveness of generic advertising versus nonadvertising marketing activities on New York State milk markets

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  • Yuqing Zheng

    (Department of Applied Economics and Management, Cornell University, 311 Warren Hall, Ithaca, NY 14853-7801)

  • Harry M. Kaiser

    (Department of Applied Economics and Management, Cornell University, 350 Warren Hall, Ithaca, NY 14853-7801)

Abstract

This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0.038 using panel data, is found to be about five times as effective as nonadvertising; therefore, it remains the more powerful marketing tool. Such results have policy implications in benefit-cost analysis and optimal allocation of fluid-milk check-off funds. Our results suggest that NYS dairy producers have much to gain from investing more of their check-off budgets in advertising. [EconLit citations: Q11, M37]. © 2009 Wiley Periodicals, Inc.

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Bibliographic Info

Article provided by John Wiley & Sons, Ltd. in its journal Agribusiness.

Volume (Year): 25 (2009)
Issue (Month): 3 ()
Pages: 351-368

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Handle: RePEc:wly:agribz:v:25:y:2009:i:3:p:351-368

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Web page: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1520-6297

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  1. Adachi, Kenji & Liu, Donald J., 2006. "Estimating Threshold Effects of Generic Fluid Milk and Cheese Advertising," Conference Papers, University of Minnesota, Center for International Food and Agricultural Policy 6628, University of Minnesota, Center for International Food and Agricultural Policy.
  2. Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics: The Journal of the International Association of Agricultural Economists, International Association of Agricultural Economists, International Association of Agricultural Economists, vol. 25(2-3), September.
  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, Agricultural and Applied Economics Association, vol. 82(2), pages 274-286.
  4. Philip R. Vande Kamp & Harry M. Kaiser, 1999. "Irreversibility in Advertising-Demand Response Functions: An Application to Milk," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, Agricultural and Applied Economics Association, vol. 81(2), pages 385-396.
  5. Pritchett, James G. & Liu, Donald J. & Kaiser, Harry M., 1998. "Optimal Choice Of Generic Milk Advertising Expenditures By Media Outlet," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, Western Agricultural Economics Association, vol. 23(01), July.
  6. Todd M. Schmit & Harry M. Kaiser, 2004. "Decomposing the Variation in Generic Advertising Response over Time," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, Agricultural and Applied Economics Association, vol. 86(1), pages 139-153.
  7. Henry W. Kinnucan & Maria Thomas, 1997. "Optimal Media Allocation Decisions For Generic Advertisers," Journal of Agricultural Economics, Wiley Blackwell, Wiley Blackwell, vol. 48(1-3), pages 425-441.
  8. Dong, Diansheng & Schmit, Todd M. & Kaiser, Harry M., 2007. "Optimal Media Allocation of Generic Fluid Milk Advertising Expenditures: The Case of New York State," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, Northeastern Agricultural and Resource Economics Association, vol. 36(2), October.
  9. Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics, Blackwell, Blackwell, vol. 25(2-3), pages 359-374, September.
  10. Adachi, Kenji & Liu, Donald J., 2006. "Estimating Threshold Effects of Generic Fluid Milk and Cheese Advertising," Staff Papers, University of Minnesota, Department of Applied Economics 13754, University of Minnesota, Department of Applied Economics.
  11. Lyman, R Ashley, 1994. "Advertising and Sales Promotion in Electricity," Journal of Regulatory Economics, Springer, Springer, vol. 6(1), pages 41-58, February.
  12. Wohlgenant, Michael K., 2006. "Retail-to-Farm Transmission of Generic Advertising Effects," Choices, Agricultural and Applied Economics Association, Agricultural and Applied Economics Association, vol. 21(2).
  13. Adachi, Kenji & Liu, Donald J., 2006. "Estimating Threshold Effects of Generic Fluid Milk and Cheese Advertising," 2006 Annual meeting, July 23-26, Long Beach, CA, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association) 21333, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
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