IMPACT OF NATIONAL GENERIC DAIRY ADVERTISING ON DAIRY MARKETS, 1984-95

Harry Kaiser

Journal of Agricultural and Applied Economics, 1997, vol. 29, issue 2, 11

Abstract: The impacts of generic dairy advertising on retail, wholesale, and farm dairy markets are estimated in this study at the national level. The results indicate that generic dairy advertising had a major impact on retail, wholesale, and farm markets for the dairy industry. The main conclusion of the study is that farmers are receiving a high return on their investment in generic dairy advertising, i.e., an average rate of return of $3.40 for every dollar invested over the period 1984-95. Moreover, the return on investment in advertising was higher in the most recent year, almost double the average for the previous 11 years.

Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Date: 1997
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Citations: View citations in EconPapers (10)

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Related works:
Journal Article: Impact of National Generic Dairy Advertising on Dairy Markets, 1984–95 (1997)
Working Paper: Impact of National Generic Dairy Advertising on Dairy Markets, 1984-95 (1996)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:joaaec:15059

DOI: 10.22004/ag.econ.15059

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