Analyses of Generic Dairy Advertising, 1984-97
Ram Chandran and
Jane E. Allshouse
No 33554, Technical Bulletins from United States Department of Agriculture, Economic Research Service
Generic advertising raised fluid milk sales about 6.0 percent, or 18.1 billion pounds, between September 1984 and September 1997. Sales of cheese rose by about 6.8 billion pounds (milk equivalent) in the same period because of increased generic advertising. An assessment of 15 cents per hundredweight of milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the advertising. Activities of the National Fluid Milk Processor Promotion Board also contributed to increased milk sales over the past year. Gross returns to dairy farmers between September 1984 and September 1997 were estimated to increase by $3.44 for each dollar spent on generic advertising.
Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
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