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Impact Of National Generic Dairy Advertising On Dairy Markets, 1984-95

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  • Kaiser, Harry M.

Abstract

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.

Suggested Citation

  • Kaiser, Harry M., 1997. "Impact Of National Generic Dairy Advertising On Dairy Markets, 1984-95," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 29(02), December.
  • Handle: RePEc:ags:joaaec:15059
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    References listed on IDEAS

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    1. 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.
    2. 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.
    3. 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.
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    Citations

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    Cited by:

    1. Lenz, John E. & Kaiser, Harry M. & Chung, Chanjin, 1997. "An Economic Analysis of Generic Milk Advertising Impacts on Markets in New York State," Research Bulletins 122720, Cornell University, Department of Applied Economics and Management.
    2. Zheng, Yuqing & Kaiser, Harry M., 2008. "Advertising and U. S. Nonalcoholic Beverage Demand," Agricultural and Resource Economics Review, Cambridge University Press, vol. 37(02), pages 147-159, October.
    3. Schmit, Todd M. & Chung, Chanjin & Dong, Diansheng & Kaiser, Harry M. & Gould, Brian W., 2000. "The Effect Of Generic Dairy Advertising On The Household Demand For Milk And Cheese," 2000 Annual meeting, July 30-August 2, Tampa, FL 21775, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Bailey, Kenneth W., 2000. "Evaluating The Economic Impacts Of Regional Milk Pricing Authorities: The Case Of Dairy Compacts," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 29(2), October.
    5. repec:eee:jfpoli:v:71:y:2017:i:c:p:8-16 is not listed on IDEAS
    6. Balagtas, Joseph Valdes & Kim, Sounghun, 2005. "Beggar-Thy-Self Advertising: A Multi-Market Model of Generic Promotion for Dairy Products," 2005 Annual meeting, July 24-27, Providence, RI 19303, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. Kaiser, Harry M., 1998. "Impact of National Generic Dairy Advertising on Dairy Markets, 1984-97," Research Bulletins 122690, Cornell University, Department of Applied Economics and Management.
    8. Yadavalli, Anita & Jones, Keithly, 2014. "Does media influence consumer demand? The case of lean finely textured beef in the United States," Food Policy, Elsevier, vol. 49(P1), pages 219-227.
    9. Kaiser, Harry M., 1997. "Impact of National Generic Dairy Advertising on Dairy Markets, 1984-96," Research Bulletins 122805, Cornell University, Department of Applied Economics and Management.

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