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Impact of National Generic Dairy Advertising on Dairy Markets, 1984–95

Published online by Cambridge University Press:  28 April 2015

Harry M. Kaiser
Harry M. Kaiser*
Affiliation:
Cornell Commodity Promotion Research Program in the Department of Agricultural, Resource, and Managerial Economics at Cornell University
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Abstract

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.

Keywords

dairygeneric advertisingindustry econometric modelsimulation
Type
Articles
Information
Journal of Agricultural and Applied Economics , Volume 29 , Issue 2 , December 1997 , pp. 303 - 313
Copyright
Copyright © Southern Agricultural Economics Association 1998

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