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Development and Measurement of Farm-to-Retail Price Linkage for Evaluating Dairy Advertising Effectiveness

Author

Listed:
  • Wohlgenant, Michael K.
  • Clary, Cynda R.

Abstract

A conceptual and empirical framework for estimating the effects of dairy advertising on farm prices and producer returns is developed The model consists of an industry-derived demand equation for milk linking advertising and government purchase. to farm price, and a government purchases equation linking advertising and support prices to government purchases The econometric model is a mixed continuous/ discrete system, estimated by the Amenyia Principle The two-equation system is estimated for both aggregated manufactured advertising and dlsaggregated manufactured advertising The results are consistent with theory and show Significant effects of advertising, particularly for fluid advertising

Suggested Citation

  • Wohlgenant, Michael K. & Clary, Cynda R., 1992. "Development and Measurement of Farm-to-Retail Price Linkage for Evaluating Dairy Advertising Effectiveness," Journal of Agricultural Economics Research, United States Department of Agriculture, Economic Research Service, vol. 44(4), pages 1-10.
    • Handle: RePEc:ags:uersja:140089
    DOI: 10.22004/ag.econ.140089
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    Cited by:

    1. Seo, Seong-Cheon & Capps, Oral, Jr., 1997. "Testing For Store-Level Differences In Factors Affecting Item Movement Of Prego And Ragu Spaghetti Sauces Using Point-Of-Sale Data," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(3), pages 1-12, October.
    2. Yeboah, Godfred & Maynard, Leigh J., 2004. "The Impact Of Bse, Fmd, And U.S. Export Promotion Expenditures On Japanese Meat Demand," 2004 Annual meeting, August 1-4, Denver, CO 19978, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Reberte, J. Carlos & Schmit, Todd M. & Kaiser, Harry M., 1996. "An Ex Post Evaluation of Generic Egg Advertising in the U.S," Research Bulletins 122835, Cornell University, Department of Applied Economics and Management.

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