Optimal Seasonal Allocation of Generic Dairy Advertising Expenditures
AbstractEscalating media advertising costs have prompted shifts away from advertising to non-advertising promotion activities in the dairy industry’s generic commodity promotion program. As advertising budgets become tighter, determining the optimal allocation of these funds becomes particularly important. Optimal seasonal generic advertising expenditure shares for the national fluid milk and cheese generic advertising programs were estimated, with shares higher in the first and fourth quarters for fluid milk and relatively even across quarters for cheese. Estimates of producer welfare gains from re-allocation were substantial, with average welfare gains of 12 to 24 percent of annual advertising investments.
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Bibliographic InfoPaper provided by Cornell University, Department of Applied Economics and Management in its series Research Bulletins with number 122095.
Date of creation: Feb 2004
Date of revision:
Livestock Production/Industries; Marketing;
Other versions of this item:
- 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(01), April.
- Q11 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Aggregate Supply and Demand Analysis; Prices
- Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
- Q18 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Policy; Food Policy
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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, vol. 86(1), pages 139-153.
- Schmit, Todd M. & Kaiser, Harry M., 2002. "Measuring the Impacts of Generic Fluid Milk and Cheese Advertising: A Time-Varying Parameter Application," Research Bulletins 122635, Cornell University, Department of Applied Economics and Management.
- Kinnucan, Henry W. & Myrland, Oystein, 2002. "Optimal Seasonal Allocation Of Generic Advertising Expenditures With Product Substitution: Salmon In France," Marine Resource Economics, Marine Resources Foundation, vol. 17(2).
- Cuellar, Sandra & Uva, Wen-fei L., 2004. "Marketing and Merchandising Practices for Fresh Sweet Corn in Supermarkets -- Challenges and Opportunities for the New York State Fresh Sweet Corn Industry," Research Bulletins 122100, Cornell University, Department of Applied Economics and Management.
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