This article focuses on the economics of butter advertising undertaken by the Dairy Bureau of Canada (DBG). The objectives were to determine the profitability of the generic advertising program (from an industry perspective) and to determine the optimal level of spending. Results, based on...

This article evaluates the relative merits of advertising expenditures and gross rating points (GRPs) as alternative measures of advertising exposure. Theoretically, GRPs and appropriately deflated advertising expenditures should provide identical representations of exposure. This hypothesis was...

Graphical analysis is used to demonstrate the effects of an advertising excise tax on price, output, and welfare. Results indicate the costs of advertising check-off programs in general are not borne entirely by producers but rather are passed on in part to consumers in the form of higher retail...