Effects of Advertising on the Demand for Cheese and Fluid Milk

William N. Blisard, Theresa Sun and James R. Blaylock

No 278603, Staff Reports from United States Department of Agriculture, Economic Research Service

Abstract: An advertising campaign raised fluid milk sales by about 5,975.4 million pounds during September 1984-September 1990. Natural and processed cheese (consumed at home) sales rose by about 23 and 229 million pounds in the same period. An assessment of 15 cents per hundredweight of milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the increase in advertising. The authors use econometric demand models to introduce variables that would offset or complement dairy-centered advertising. In both branded and generic advertising, changes in market price, income, and the availability of substitute goods are factors that influence the demand for natural and processed cheese.

Keywords: Demand and Price Analysis; Livestock Production/Industries; Marketing (search for similar items in EconPapers)
Pages: 40
Date: 1991-10
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:uerssr:278603

DOI: 10.22004/ag.econ.278603

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