IMPACT OF NATIONAL GENERIC DAIRY ADVERTISING ON DAIRY MARKETS, 1984-95

The impacts of generic dairy advertising on retail, wholesale, and farm dairy markets are estimated in this study at the national level. The results indicate that generic dairy advertising had a major impact on retail, wholesale, and farm markets for the dairy industry. The main conclusion of the study is that farmers are receiving a high return on their investment in generic dairy advertising, i.e., an average rate of return of $3.40 for every dollar invested over the period 1984-95. Moreover, the return on investment in advertising was higher in the most recent year, almost double the average for the previous 11 years.


Issue Date:
1997-12
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
https://ageconsearch.umn.edu/record/15059
PURL Identifier:
http://purl.umn.edu/15059
Published in:
Journal of Agricultural and Applied Economics, 29, 2
Page range:
303-313
Total Pages:
11




 Record created 2017-04-01, last modified 2020-10-28

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