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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, Cambridge University Press, vol. 29(2), pages 303-313, December.
    • Handle: RePEc:cup:jagaec:v:29:y:1997:i:02:p:303-313_00
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    Cited by:

    1. Gergaud, Olivier & Livat, Florine & Rickard, Bradley & Warzynski, Frederic, 2017. "Evaluating the net benefits of collective reputation: The case of Bordeaux wine," Food Policy, Elsevier, vol. 71(C), pages 8-16.
    2. 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.
    3. Zheng, Yuqing & Kaiser, Harry M., 2008. "Advertising and U. S. Nonalcoholic Beverage Demand," Agricultural and Resource Economics Review, Cambridge University Press, vol. 37(2), pages 147-159, October.
    4. 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).
    5. 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), pages 1-12, October.

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