Effectiveness of generic milk advertising: A ten region study

Ronald W. Ward and William F. McDonald
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Ronald W. Ward: Professor in the Food and Resource Economics Department, University of Florida, Postal: Professor in the Food and Resource Economics Department, University of Florida
William F. McDonald: Marketing and Economic Research, United Dairy Industry Association, Rosement, Illinois, Postal: Marketing and Economic Research, United Dairy Industry Association, Rosement, Illinois

Agribusiness, 1986, vol. 2, issue 1, 77-89

Abstract: A pooled cross sectional-time series model points to the positive impact of advertising fluid milk in a ten market region. The model provides an empirical base for analyzing the economic value of advertising efforts and for simulating the impact over levels of advertising expenditures. In 1983 the rate of return to advertising was 1.6629 for each dollar spent and consumption increased 4.470% over what would have occurred without the generic advertising.

Date: 1986
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Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:2:y:1986:i:1:p:77-89

DOI: 10.1002/1520-6297(198621)2:1<77::AID-AGR2720020108>3.0.CO;2-S

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