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The Effectiveness of Generic Versus Brand Advertising for Manufactured Milk Products--The Case of Yogurt

Author

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  • Hall, Lana
  • Foik, Ingrid

Abstract

In this paper, the effectiveness of generic versus brand advertising for yogurt is evaluated, using a polynomial distributed lag model. Brand advertisement is found to be more than twice as effective as generic in increasing per capita consumption of yogurt. These results are then compared to the effectiveness of generic advertisement of fluid milk and used as a basis for recommending to dairy producers the best allocation of promotion funds.

Suggested Citation

  • Hall, Lana & Foik, Ingrid, 1982. "The Effectiveness of Generic Versus Brand Advertising for Manufactured Milk Products--The Case of Yogurt," Staff Papers 183855, Cornell University, Department of Applied Economics and Management.
    • Handle: RePEc:ags:cudasp:183855
    DOI: 10.22004/ag.econ.183855
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    Cited by:

    1. Kinnucan, Henry, 1984. "Evaluating Farm Commodity Promotional * * Programs," 1984 Annual Meeting, August 5-8, Ithaca, New York 279028, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Goddard, Ellen W. & Shank, Benjamin & Panter, Chris & Nilsson, Tomas K.H. & Cash, Sean B., 2007. "Canadian Chicken Industry: Consumer Preferences, Industry Structure and Producer Benefits from Investment in Research and Advertising," Project Report Series 52088, University of Alberta, Department of Resource Economics and Environmental Sociology.

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