Escalating media advertising costs have prompted shifts away from advertising to non-advertising promotion activities in the dairy industry’s generic commodity promotion program. As advertising budgets become tighter, determining the optimal allocation of these funds becomes particularly...

Economists have long considered issues of spatial economic activity, trade, and location values. Among all the various theories presented over the past century, it is safe to say that not one predicts that goods, services, or factors of production must attain the same value at different...

Thispaperexaminestwo majorgenericfluidmilkadvertising campaigns in New York City during the 1986-92 period Estimates from a time-varying parameter model show that the evolution ofthe impact ofgeneric advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also...

Previous constant-parameter demand models have estimated generic advertising elasticities for cheese to be below that for fluid milk. We relax this assumption, allowing for generic advertising response to vary over time. Cheese advertising elasticities were found below fluid milk up until the...