Generic Fluid Milk Advertising, Demand Expansion, and Supply Response: The Case of New York City

Donald J. Liu and Olan D. Forker

American Journal of Agricultural Economics, 1988, vol. 70, issue 2, 229-236

Abstract: A transfer function was used to estimate the fluid milk demand equation of New York City. The consumption effect of a generic fluid milk advertising program in the city was found to be positive and statistically significant. The resulting higher blend price of milk was found to have a negligible effect on the subsequent supply of milk. Though being successful in generating positive returns on advertising it was found that a 35% reduction in the advertising expenditures would have been optimal in the marginal sense.

Date: 1988
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Persistent link: https://EconPapers.repec.org/RePEc:oup:ajagec:v:70:y:1988:i:2:p:229-236.

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