GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN

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


Subject(s):
Issue Date:
1996-12
Publication Type:
Journal Article
Record Identifier:
http://ageconsearch.umn.edu/record/31033
PURL Identifier:
http://purl.umn.edu/31033
Published in:
Journal of Agricultural and Resource Economics, Volume 21, Number 2
Page range:
199-209
Total Pages:
11




 Record created 2017-04-01, last modified 2018-01-22

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