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An Evaluation of Fluid Milk and Cheese Advertising

Author

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  • Sun, Theresa Y.
  • Blaylock, James R.

Abstract

Increased advertising expenditures raised fluid milk sales nearly 5 percent, or by about 7,455 million pounds, during September 1984-September 1991. Sales of natural and processed cheese consumed at home rose by about 25 million pounds and 290 million pounds in the same period because of increased generic advertising. 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 control for variables that influence the demand for milk and cheese. These variables include generic and branded advertising, market prices, income, and demographic characteristics.

Suggested Citation

  • 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.
    • Handle: RePEc:ags:uerstb:157039
    DOI: 10.22004/ag.econ.157039
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    References listed on IDEAS

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    Citations

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    Cited by:

    1. Chern, Wen S. & Zuo, Jun, 2006. "Impacts of Fat and Cholesterol Information On Consumer Demand: Application of New Indexes," Working Papers 28321, Ohio State University, Department of Agricultural, Environmental and Development Economics.
    2. Cuma Akbay & Gulgun Yildiz Tiryaki, 2008. "Unpacked and packed fluid milk consumption patterns and preferences in Turkey," Agricultural Economics, International Association of Agricultural Economists, vol. 38(1), pages 9-20, January.
    3. Gould, Brian W., 1996. "Consumer Promotion And Purchase Timing: The Case Of Cheese," Staff Papers 12664, University of Wisconsin-Madison, Department of Agricultural and Applied Economics.
    4. Todd M. Schmit & Brian W. Gould & Diansheng Dong & Harry M. Kaiser & Chanjin Chung, 2003. "The Impact of Generic Advertising on U.S. Household Cheese Purchases: A Censored Autocorrelated Regression Approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 51(1), pages 15-37, March.
    5. 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.
    6. Rieger, Jörg & Kuhlgatz, Christian & Anders, Sven, 2016. "Food scandals, media attention and habit persistence among desensitised meat consumers," Food Policy, Elsevier, vol. 64(C), pages 82-92.
    7. Schmit, Todd M. & Dong, Diansheng & Chung, Chanjin & Kaiser, Harry M. & Gould, Brian W., 2002. "Identifying The Effects Of Generic Advertising On The Household Demand For Fluid Milk And Cheese: A Two-Step Panel Data Approach," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 27(1), pages 1-22, July.
    8. O. Kilic & C. Akbay & G. Yildiz Tiryaki, 2009. "Factors affecting packed and unpacked fluid milk consumption," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 55(11), pages 557-563.
    9. Kim, Kwansoo & Roh, Jae-Sun, 2003. "The Effects Of Advertising On Milk Demand Elasticities And Structural Changes In Korean Milk Markets," 2003 Annual meeting, July 27-30, Montreal, Canada 22155, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Schmit, Todd M. & Kaiser, Harry M., 2002. "Measuring the Impacts of Generic Fluid Milk and Cheese Advertising: A Time-Varying Parameter Application," Research Bulletins 122635, Cornell University, Department of Applied Economics and Management.
    11. Brian Gould, 1997. "Consumer promotion and purchase timing: the case of cheese," Applied Economics, Taylor & Francis Journals, vol. 29(4), pages 445-457.
    12. Schmit, Todd M. & Kaiser, Harry M., 2002. "Modeling The Effects Of Generic Advertising On The Demand For Fluid Milk And Cheese: A Time-Varying Parameter Application," 2002 Annual meeting, July 28-31, Long Beach, CA 19754, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    13. Fritz, Richard & Cornelius, James & Green, John R., 1994. "An Assessment Of Product Marketing Strategies Utilized By The Oregon Potato Commission," Promotion in the Marketing Mix: What Works, Where and Why, April 28-29, 1994, Toronto, Canada 279594, Regional Research Projects > NECC-63: Research Committee on Commodity Promotion.

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