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The largest portion of dairy and milk checkoff funds is spent on generic fluid milk advertising. These funds are distributed among four distinct media outlets-television, radio, print, and outdoor. Spending too little on one media outlet or too much on another constitutes a missed opportunity to...
Persistent link: https://www.econbiz.de/10005805368
A two-step model with sample selection is applied to panel data of U.S. households to estimate at-home demand for fluid milk and cheese, incorporating advertising expenditures. The model consistently accounts for sample-selection bias, unobserved household heterogeneity, and temporal...
Persistent link: https://www.econbiz.de/10005805373
The degree of market power exercised by fluid and manufactured processors in the U.S. dairy industry is estimated. AppelbaumÂ’'s quantity-setting conjectural variation approach is cast into a switching regime framework to account for the two market regimes created by the existence of the...
Persistent link: https://www.econbiz.de/10005064511
This article examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period. Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern....
Persistent link: https://www.econbiz.de/10005484186
This study presents a theoretical and empirical analysis of the distribution of generic advertising benefits across individual producers. We develop a closed-economy partial equilibrium model that allows for the presence of producer heterogeneity in supply response. Analytical results indicate...
Persistent link: https://www.econbiz.de/10005525482