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...

A supply and demand econometric model of the California egg industry was estimated to evaluate the impact of generic egg advertising on producer prices and returns from 1985 to 1995. Econometric estimation indicated advertising had a positive impact on producer prices and net profits. The model...

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....