Development and Measurement of Farm-to-Retail Price Linkage for Evaluating Dairy Advertising Effectiveness

Michael Wohlgenant (michaelwhlgnnt@gmail.com) and Cynda R. Clary

Journal of Agricultural Economics Research, 1992, vol. 44, issue 4, 10

Abstract: A conceptual and empirical framework for estimating the effects of dairy advertising on farm prices and producer returns is developed The model consists of an industry-derived demand equation for milk linking advertising and government purchase. to farm price, and a government purchases equation linking advertising and support prices to government purchases The econometric model is a mixed continuous/ discrete system, estimated by the Amenyia Principle The two-equation system is estimated for both aggregated manufactured advertising and dlsaggregated manufactured advertising The results are consistent with theory and show Significant effects of advertising, particularly for fluid advertising

Keywords: Demand and Price Analysis; Farm Management; Marketing (search for similar items in EconPapers)
Date: 1992
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Persistent link: https://EconPapers.repec.org/RePEc:ags:uersja:140089

DOI: 10.22004/ag.econ.140089

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