The Effectiveness of Generic Versus Brand Advertising for Manufactured Milk Products--The Case of Yogurt

Lana Hall and Ingrid Foik

No 183855, Staff Papers from Cornell University, Department of Applied Economics and Management

Abstract: In this paper, the effectiveness of generic versus brand advertising for yogurt is evaluated, using a polynomial distributed lag model. Brand advertisement is found to be more than twice as effective as generic in increasing per capita consumption of yogurt. These results are then compared to the effectiveness of generic advertisement of fluid milk and used as a basis for recommending to dairy producers the best allocation of promotion funds.

Keywords: Food Consumption/Nutrition/Food Safety; Production Economics; Productivity Analysis (search for similar items in EconPapers)
Pages: 14
Date: 1982-04
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:cudasp:183855

DOI: 10.22004/ag.econ.183855

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