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

No 122816, Research Bulletins from Cornell University, Department of Applied Economics and Management

Abstract: This paper 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 had a higher peak and average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market.

Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Pages: 12
Date: 1996-01
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Citations: View citations in EconPapers (7)

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Journal Article: 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:cudarb:122816

DOI: 10.22004/ag.econ.122816

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