Impact Of National Generic Dairy Advertising On Dairy Markets, 1984-95
The impacts of generic dairy advertising on retail, wholesale, and farm dairy markets are estimated in this study at the national level. The results indicate that generic dairy advertising had a major impact on retail, wholesale, and farm markets for the dairy industry. The main conclusion of the study is that farmers are receiving a high return on their investment in generic dairy advertising, i.e., an average rate of return of $3.40 for every dollar invested over the period 1984-95. Moreover, the return on investment in advertising was higher in the most recent year, almost double the average for the previous 11 years.
Volume (Year): 29 (1997)
Issue (Month): 02 (December)
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- Jeffrey T. LaFrance & Harry de Gorter, 1985.
"Regulation in a Dynamic Market: The U.S. Dairy Industry,"
American Journal of Agricultural Economics,
Agricultural and Applied Economics Association, vol. 67(4), pages 821-832.
- Jeffrey T. LaFrance & Harry D. Gorter, 1985. "Regulation in a Dynamic Market: The U.S. Dairy Industry," Monash Economics Working Papers archive-34, Monash University, Department of Economics.
- Reberte, J. Carlos & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1996.
"Generic Advertising Wearout: The Case Of The New York City Fluid Milk Campaign,"
Journal of Agricultural and Resource Economics,
Western Agricultural Economics Association, vol. 21(02), December.
- Reberte, J. Carlos & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1996. "Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign," Research Bulletins 122816, Cornell University, Department of Applied Economics and Management.
- Kaiser, Harry M., 1995. "An Analysis of Generic Dairy Promotion in the United States," Research Bulletins 122997, Cornell University, Department of Applied Economics and Management.
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