This article develops a dynamic econometric model of the national dairy industry to simulate the Impacts of generic advertising on the demand for milk and dairy products, farm and consumer prices, and producer welfare Two advertising scenarios are analyzed (1) a historic scenario, and (2) a...

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...