the total flexibility concept to U.S. meats, results suggest the beef, pork and poultry industries are under-investing in … advertising. However, in the case of beef this conclusion hinges on the assumption that retaliation by pork brand advertisers is …

marketing activities sponsored by fluid milk processors and dairy farmers have helped mitigate some of this decline. We estimate … that these marketing efforts have had a positive and statistically significant impact on per capita fluid milk consumption …. Specifically, over the 11-year period 1995 through 2005, we estimate that a one-percent increase in generic fluid milk marketing …