Generic advertising of butter in Canada: Optimal advertising levels and returns to producers

Hui-Shung Chang and Henry Kinnucan
Additional contact information
Hui-Shung Chang: Department of Agricultural Economics and Rural Sociology, Auburn University, Postal: Department of Agricultural Economics and Rural Sociology, Auburn University

Agribusiness, 1990, vol. 6, issue 4, 345-354

Abstract: This article focuses on the economics of butter advertising undertaken by the Dairy Bureau of Canada (DBG). The objectives were to determine the profitability of the generic advertising program (from an industry perspective) and to determine the optimal level of spending. Results, based on alternative functional forms of the sales-advertising response relationship, indicate DBC butler advertising is profitable at current expenditure levels but returns are not being maximized. In particular, increasing direct media expenditures from the current level of $1 million per quarter (1981 dollars) to between $1.5 and $2.0 million would increase the profitability of the investment.

Date: 1990
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wly:agribz:v:6:y:1990:i:4:p:345-354

DOI: 10.1002/1520-6297(199007)6:4<345::AID-AGR2720060406>3.0.CO;2-I

Access Statistics for this article

Agribusiness is currently edited by Ronald W. Cotterill

More articles in Agribusiness from John Wiley & Sons, Ltd.
Bibliographic data for series maintained by Wiley Content Delivery ().