GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN

J. Carlos Reberte, Harry Kaiser, John E. Lenz and Olan D. Forker

Journal of Agricultural and Resource Economics, 1996, vol. 21, issue 2, 11

Abstract: This article examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period. Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effective for twice as long as the second campaign and that it has a higher peak and higher average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market.

Keywords: Marketing (search for similar items in EconPapers)
Date: 1996
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Citations: View citations in EconPapers (12)

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Working Paper: Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign (1996)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlaare:31033

DOI: 10.22004/ag.econ.31033

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