article examines the impact of advertising on the demand for nonalcoholic beverages in the United States. We employed an AIDS … (almost ideal demand system) model of five jointly estimated equations that included advertising expenditures as explanatory … variables to evaluate annual U.S. consumption of nonalcoholic beverages for 1974 through 2005. Results suggest that advertising …

We propose a regime-switching model that allows demand to respond asymmetrically to upward and downward advertising … asymmetric advertising response (AAR). Results indicate that a decrease in milk advertising had a more profound impact on milk … demand than an increase did. An increase in milk advertising had no impact on milk demand but a decrease could have an own-advertising …

This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate … impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0 … advertising …

composition, and food spending patterns away from home were most important to changes in generic advertising response over time …. Advertising response elasticities indicate that generic advertising could be enhanced by targeting young children households for … fluid milk, and Asian/Hispanic households for cheese. Results also indicate that shifting targeted advertising efforts to …