@article{Kinnucan:29064,
      recid = {29064},
      author = {Kinnucan, Henry W. and Forker, Olan D.},
      title = {ALLOCATION OF GENERIC ADVERTISING FUNDS AMONG PRODUCTS: A  SALES MAXIMIZATION APPROACH},
      journal = {Northeastern Journal of Agricultural and Resource  Economics},
      address = {1988-04},
      number = {1204-2016-69608},
      pages = {8},
      year = {1988},
      abstract = {With the passage of the Dairy and Tobacco Adjustment Act  of 1983, dairy farmer investment in product research,  nutrition education, advertising, and promotion in the  United States increased from $60 million to $200 million  annually.  A key decision faced by boards managing these  funds is how best to allocate available advertising funds  among the various dairy products.  In this paper an  economic model is developed that shows the allocation of  funds among products that would maximize sales in a given  market.  The model is applied to the New York City market  with results suggesting that over the study period  diverting funds from fluid milk to cheese advertising would  have enhanced milk-equivalent sales in the market by as  much as 1.17% or 8.21 million gallons annually.   Alternatively, the model suggests that the same sales level  could have been achieved with a different allocation of  funds resulting in an estimated 14.6% savings in the amount  spent advertising the two products.},
      url = {http://ageconsearch.umn.edu/record/29064},
      doi = {https://doi.org/10.22004/ag.econ.29064},
}