The impacts of advertising and the role of dairy cooperatives in marketing are considered. Irreversibility in Advertising-Demand Response Functions: An Application to Milk Philip Vande Kamp and Harry Kaiser, Cornell University Advertising. Structural Change, and US Non-Alcoholic Beverage Demand Hui Xiao, American Express; Henry Kinnucan, Auburn University; Harry Kaiser, Cornell University. The Role of Cooperatives in Milk Marketing Christopher Wolf and Larry Hamm, Michigan State University. Competition between Advertised and Unadvertised Brands, James Binkley and Daniel Clendenning, Purdue University.