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Generic Advertising Wearout: The Case Of The New York City Fluid Milk Campaign

Listed author(s):
  • Reberte, J. Carlos
  • Kaiser, Harry M.
  • Lenz, John E.
  • Forker, Olan D.

This article examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period. Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effective for twice as long as the second campaign and that it has a higher peak and higher average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market.

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File URL: http://purl.umn.edu/31033
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Article provided by Western Agricultural Economics Association in its journal Journal of Agricultural and Resource Economics.

Volume (Year): 21 (1996)
Issue (Month): 02 (December)
Pages:

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Handle: RePEc:ags:jlaare:31033
Contact details of provider: Web page: http://waeaonline.org/

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  1. Davidson, Russell & MacKinnon, James G., 1993. "Estimation and Inference in Econometrics," OUP Catalogue, Oxford University Press, number 9780195060119.
  2. Deaton,Angus & Muellbauer,John, 1980. "Economics and Consumer Behavior," Cambridge Books, Cambridge University Press, number 9780521296762, August.
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