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Impact of Generic Milk Advertising on New York State Markets

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  • Kaiser, Harry M.
  • Chung, Chanjin

Abstract

This report examines the responsiveness of fluid milk sales to milk advertising in the New York City, Albany, Syracuse, Rochester, and Buffalo markets. Fluid milk demand equations for New York City, Albany, Syracuse, Rochester, and Buffalo were estimated with monthly data from 1986-2000, which included generic milk advertising expenditures Generic milk advertising had a positive impact on milk sales in all markets, and was statistically significant in three out of the five markets. The model was then simulated to determine the impact of the New York state portion of advertising expenditures on producer milk prices and returns. A benefit-cost ratio was also computed for each market, and the weighted average for New York state was equal to 2.12 indicating that every dollar invested into New York state generic milk advertising returned $2.12 back in extra Class I revenue to farmers.
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Suggested Citation

  • Kaiser, Harry M. & Chung, Chanjin, 1999. "Impact of Generic Milk Advertising on New York State Markets," Research Bulletins 122677, Cornell University, Department of Applied Economics and Management.
    • Handle: RePEc:ags:cudarb:122677
    DOI: 10.22004/ag.econ.122677
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    References listed on IDEAS

    as
    1. Henry Kinnucan & Olan D. Forker, 1986. "Seasonality in the Consumer Response to Milk Advertising with Implications for Milk Promotion Policy," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 68(3), pages 562-571.
    2. Kinnucan, Henry W., 1986. "Demographic Versus Media Advertising Effects On Milk Demand: The Case Of The New York City Market," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 15(1), pages 1-9, April.
    3. Kaiser, Harry M. & Chung, Chanjin, 1999. "Impact of Generic Milk Advertising on New York State Markets," Research Bulletins 122677, Cornell University, Department of Applied Economics and Management.
    4. Thompson, Stanley R., 1974. "Sales Response To Generic Promotion Efforts And Some Implications Of Milk Advertising On Economic Surplus," Journal of the Northeastern Agricultural Economics Council, Northeastern Agricultural and Resource Economics Association, vol. 3(2), pages 1-14, October.
    5. Thompson, Stanley R., 1974. "Sales Response To Generic Promotion Efforts And Some Implications Of Milk Advertising On Economic Surplus," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 0(Number 2), pages 1-14, October.
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    Cited by:

    1. 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).
    2. Kaiser, Harry M. & Chung, Chanjin, 1999. "Impact of Generic Milk Advertising on New York State Markets," Research Bulletins 122677, Cornell University, Department of Applied Economics and Management.
    3. John M. Crespi, 2003. "The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 294-315.
    4. Metin Cakir & Joseph V. Balagtas, 2010. "Econometric evidence of cross-market effects of generic dairy advertising," Agribusiness, John Wiley & Sons, Ltd., vol. 26(1), pages 83-99.
    5. Kaiser, Harry M. & Wang, Yu & Schmit, Todd M., 2004. "Impact of Generic Milk Advertising on New York State Markets, 1986-2003," Research Bulletins 122105, Cornell University, Department of Applied Economics and Management.

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    Livestock Production/Industries; Marketing;

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