This study utilized the cluster analysis to examine effectiveness of fluid milk advertising in Taiwan. Consumers with different perceptions of advertising were grouped into three clusters. The “high-perception” cluster consisted of larger percentage of women at ages 26 to 35, with higher household income, and living in smaller households. The “low-perception” cluster consisted of more male, older people, with lower household income, and living in larger households. Consumers who were more sensitive to fluid milk advertising tended to consume more fluid milk after perceiving advertising.