@article{Reberte:122816,
      recid = {122816},
      author = {Reberte, J. Carlos and Kaiser, Harry M. and Lenz, John E.  and Forker, Olan D.},
      title = {Generic Advertising Wearout: the Case of the New York City  Fluid Milk Campaign},
      address = {1996-01},
      number = {640-2016-43060},
      series = {Research Bulletin},
      pages = {12},
      year = {1996},
      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.},
      url = {http://ageconsearch.umn.edu/record/122816},
      doi = {https://doi.org/10.22004/ag.econ.122816},
}