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Effectiveness of generic milk advertising: A ten region study

Author

Listed:
  • Ronald W. Ward

    (Professor in the Food and Resource Economics Department, University of Florida)

  • William F. McDonald

    (Marketing and Economic Research, United Dairy Industry Association, Rosement, Illinois)

Abstract

A pooled cross sectional-time series model points to the positive impact of advertising fluid milk in a ten market region. The model provides an empirical base for analyzing the economic value of advertising efforts and for simulating the impact over levels of advertising expenditures. In 1983 the rate of return to advertising was 1.6629 for each dollar spent and consumption increased 4.470% over what would have occurred without the generic advertising.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:agribz:v:2:y:1986:i:1:p:77-89
    DOI: 10.1002/1520-6297(198621)2:1<77::AID-AGR2720020108>3.0.CO;2-S
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    References listed on IDEAS

    as
    1. Kinnucan, Henry W. & Forker, Olan D., 1982. "Seasonality in the Consumer Response to Milk Advertising: Implications for Milk Promotion Policy," Research Bulletins 182029, Cornell University, Department of Applied Economics and Management.
    2. 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.
    3. 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.
    4. Morrison, Rosanna Mentzer, 1984. "Generic Advertising of Farm Products," Agricultural Information Bulletins 309332, United States Department of Agriculture, Economic Research Service.
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    Citations

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    Cited by:

    1. Capps, Oral & Schmitz, John D., 1991. "Effect of Generic Advertising on the Demand for Fluid Milk: The Case of the Texas Market Order," Journal of Agricultural and Applied Economics, Cambridge University Press, vol. 23(2), pages 131-140, December.
    2. Lee, Jonq-Ying & Brown, Mark G., 1990. "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).
    3. Capps, Oral, Jr. & Williams, Gary W. & Dang, Trang, 2010. "Effects of Lamb Promotion on Lamb Demand and Imports," Reports 90492, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    4. Brian W. Gould, 1996. "Consumer Promotion and Purchase Timing: The Case of Cheese," Wisconsin-Madison Agricultural and Applied Economics Staff Papers 396, Wisconsin-Madison Agricultural and Applied Economics Department.
    5. 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.
    6. Capps, O., . "Targeted Advertising and Promotion Campaigns_A Case Study of the National Pork Board," Journal of Agribusiness, Agricultural Economics Association of Georgia, vol. 38(1).
    7. Brian GOULD, 1996. "Consumer Promotion And Purchase Timing: The Case Of Cheese," Staff Papers 396, University of Wisconsin Madison, AAE.
    8. Nicholas J. Powers, 1989. "A study of demand response to grocery advertising of fresh California-Arizona navel oranges," Agribusiness, John Wiley & Sons, Ltd., vol. 5(5), pages 423-435.
    9. Kinnucan, Henry W. & Forker, Olan D., 1988. "Allocation Of Generic Advertising Funds Among Products: A Sales Maximization Approach," Northeastern Journal of Agricultural and Resource Economics, Northeastern Agricultural and Resource Economics Association, vol. 17(1), pages 1-8, April.

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