. The model is applied to the New York City fluid milk market for the period from January 1986 through June 1995. Results …

impacts of generic fluid milk advertising by media type. Empirical results indicate that among the four media outlets … media-specific elasticities, media reallocation of advertising expenditures suggests that milk sales could increase …

-specific heterogeneity. In the empirical application for milk purchase, we find that generic advertising increases the probability of market …