Generic advertising expenditures raised fluid milk sales about 5.6 percent, or 12.8 billion pounds, between September 1984 and September 1994. Sales of natural and processed cheese consumed at home rose by about 46.8 million pounds and 367.0 million pounds in the same period because of increased generic advertising. An assessment of 15 cents per hundredweight of milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the increase in advertising. Activities of the recently established National Fluid Milk Processor Promotion Board are also analyzed.