IDEAS home Printed from https://ideas.repec.org/p/ags/uerssr/278603.html

Effects of Advertising on the Demand for Cheese and Fluid Milk

Author

Listed:
  • Blisard, William N.
  • Sun, Theresa
  • Blaylock, James R.

Abstract

An advertising campaign raised fluid milk sales by about 5,975.4 million pounds during September 1984-September 1990. Natural and processed cheese (consumed at home) sales rose by about 23 and 229 million pounds in the same period. An assessment of 15 cents per hundredweight of milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the increase in advertising. The authors use econometric demand models to introduce variables that would offset or complement dairy-centered advertising. In both branded and generic advertising, changes in market price, income, and the availability of substitute goods are factors that influence the demand for natural and processed cheese.

Suggested Citation

  • Blisard, William N. & Sun, Theresa & Blaylock, James R., 1991. "Effects of Advertising on the Demand for Cheese and Fluid Milk," Staff Reports 278603, United States Department of Agriculture, Economic Research Service.
    • Handle: RePEc:ags:uerssr:278603
    DOI: 10.22004/ag.econ.278603
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/278603/files/ers-report-549.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.278603?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Verma, Vinod K, 1980. "A Price Theoretic Approach to the Specification and Estimation of the Sales-Advertising Function," The Journal of Business, University of Chicago Press, vol. 53(3), pages 115-137, July.
    2. Wu, Jeremy S. & Kesecker, Kevin M. & Meinhold, Richard J., 1985. "Discussion On Analytical, Empirical, And Measurement Issues In Evaluating Advertising Program Effectiveness," Research on Effectiveness of Agricultural Commodity Promotion, April 9-10, 1985, Arlington, Virginia 279525, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.
    3. Stanley R. Thompson & Doyle A. Eiler, 1975. "Producer Returns from Increased Milk Advertising," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 57(3), pages 505-508.
    4. Ward, Ronald W. & Myers, Lester H., 1979. "Advertising Effectiveness and Coefficient Variation Over Time," Journal of Agricultural Economics Research, United States Department of Agriculture, Economic Research Service, vol. 31(01), pages 1-11, January.
    5. Ronald W. Ward & Julio Chang & Stan Thompson, 1985. "Commodity advertising: Theoretical issues relating to generic and brand promotions," Agribusiness, John Wiley & Sons, Ltd., vol. 1(4), pages 269-276.
    6. Diewert, W. E., 1976. "Exact and superlative index numbers," Journal of Econometrics, Elsevier, vol. 4(2), pages 115-145, May.
    7. Huang, Kuo S., 1985. "U.S. Demand for Food: A Complete System of Price and Income Effects," Technical Bulletins 157014, United States Department of Agriculture, Economic Research Service.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Werner, Chris & Foltz, John C. & Wu, Shunxiang, 1999. "Idaho'S Cheese Industry: The Competitive Situation," Journal of Food Distribution Research, Food Distribution Research Society, vol. 30(2), pages 1-10, July.
    2. Okrent, Abigail M. & Alston, Julian M., 2011. "Demand for Food in the United States: A Review of Literature, Evaluation of Previous Estimates, and Presentation of New Estimates of Demand," Monographs, University of California, Davis, Giannini Foundation, number 251908.
    3. Suzuki, Nobuhiro & Kaiser, Harry M. & Lenz, John E. & Forker, Olan D., 1993. "Evaluating U.S. Generic Milk Advertising Effectiveness Using An Imperfect Competition Model," Research Bulletins 123015, Cornell University, Department of Applied Economics and Management.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Blisard, Noel & Blayney, Donald P. & Chandran, Ram & Allshouse, Jane E., 1999. "Analyses of Generic Dairy Advertising, 1984-97," Technical Bulletins 33554, United States Department of Agriculture, Economic Research Service.
    2. Blaylock, James R. & Blisard, William N., 1990. "Effects of Advertising on the Demand for Cheese, January 1982-June 1989," Staff Reports 278346, United States Department of Agriculture, Economic Research Service.
    3. Sun, Theresa Y. & Blisard, Noel & Blaylock, James R., 1995. "An Evaluation of Fluid Milk and Cheese Advertising, 1978-93," Technical Bulletins 156767, United States Department of Agriculture, Economic Research Service.
    4. Blisard, Noel & Blaylock, James R. & Smallwood, David, 1996. "Fluid Milk and Cheese Advertising," Staff Reports 278800, United States Department of Agriculture, Economic Research Service.
    5. Sartorius von Bach, Helmke, 1992. "Economic Aspects Of Advertising In Agriculture: A Review," Agrekon, Agricultural Economics Association of South Africa (AEASA), vol. 31(01), March.
    6. Noel Blisard & James R. Blaylock, 1992. "A double-hurdle approach to advertising: The case of cheese," Agribusiness, John Wiley & Sons, Ltd., vol. 8(2), pages 109-120.
    7. Govindasamy, Ramu & Schilling, Brian J. & Sullivan, Kevin P. & Turvey, Calum G. & Brown, Logan & Puduri, Venkata S., 2004. "Returns to the Jersey Fresh Promotional Program: The Impacts of Promotional Expenditures on Farm Cash Receipts in New Jersey," P Series 36728, Rutgers University, Department of Agricultural, Food and Resource Economics.
    8. Haidacher, Richard C. & Blaylock, James R. & Myers, Lester H., 1988. "Consumer Demand for Dairy Products," Agricultural Economic Reports 308041, United States Department of Agriculture, Economic Research Service.
    9. Ronald W. Ward & William F. McDonald, 1986. "Effectiveness of generic milk advertising: A ten region study," Agribusiness, John Wiley & Sons, Ltd., vol. 2(1), pages 77-89.
    10. Lee, Jonq-Ying & Brown, Mark G., "undated". "Lag Structures in Commodity Advertising Research," 1990 Annual meeting, August 5-8, Vancouver, Canada 271019, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    11. Othman, Jamal B. & McIntosh, Christopher S. & Houston, Jack B., "undated". "Price Competition And Informational Product Differentiation Effectiveness: The Case Of Edible Vegetable Oils In The U.S," 1994 Annual Meeting, August 7-10, San Diego, California 271417, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    12. Sun, Theresa Y. & Blaylock, James R., 1993. "An Evaluation of Fluid Milk and Cheese Advertising," Technical Bulletins 157039, United States Department of Agriculture, Economic Research Service.
    13. Ambruster, Walter J., 1980. "Advertising Farm Commodities," 1980 Advertising and the Food System, November 6-7, 1980, Warrenton, Virginia 303107, Regional Research Committee NC-117 Studies of the organization and control of the U.S. food system.
    14. Govindasamy, Ramu & Sullivan, Kevin P. & Puduri, Venkata S. & Schilling, Brian J. & Brown, Logan, 2005. "Consumer Awareness of the Jersey Fresh Promotional Program," P Series 36729, Rutgers University, Department of Agricultural, Food and Resource Economics.
    15. Jones, Eugene, 2001. "Agricultural Economics Research And Its Usefulness To Private Firms: Some Unsolicited Observations," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(01), pages 1-7, March.
    16. Ludwig von Auer & Jochen Wengenroth, 2021. "Consistent aggregation with superlative and other price indices," Journal of the Royal Statistical Society Series A, Royal Statistical Society, vol. 184(2), pages 589-615, April.
    17. Thomas von Brasch & Ådne Cappelen & Diana-Cristina Iancu, 2015. "Understanding the productivity slowdown. The importance of entry and exit of workers," Discussion Papers 818, Statistics Norway, Research Department.
    18. Ryadh M. Alkhareif & William A. Barnett, 2012. "Divisia Monetary Aggregates for the GCC Countries," International Symposia in Economic Theory and Econometrics, in: Recent Developments in Alternative Finance: Empirical Assessments and Economic Implications, pages 1-37, Emerald Group Publishing Limited.
    19. Chambers, Robert G. & Quiggin, John, 2001. "Primal and Dual Approaches to the Analysis of Risk Aversion," Working Papers 197602, University of Maryland, Department of Agricultural and Resource Economics.
    20. Volpe Martincus, Christian & Estevadeordal, Antoni, 2009. "Trade Policy and Specialization," IDB Publications (Working Papers) 2489, Inter-American Development Bank.

    More about this item

    Keywords

    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:uerssr:278603. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ersgvus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.