High increases in media advertising costs have caused a shift away from generic advertising to other promotional activities. A relatively new retail-level promotional activity is the Dairy Case Management Program aimed at improving the management, appearance, and operation of the dairy case. An evaluation of the Northwestern Hudson Valley Market program demonstrated increases in sales volume for both supermarkets/mass merchants and convenience/drug stores. However, the value of volume gains compared with program costs indicates a cost recovery time of over two years. Therefore, program success depends on the implementation of a long-run strategy with continual evaluation.