GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN
| dc.creator | Reberte, J. Carlos | |
| dc.creator | Kaiser, Harry M. | |
| dc.creator | Lenz, John E. | |
| dc.creator | Forker, Olan D. | |
| dc.date | 2017-04-01T19:18:30Z | |
| dc.date.accessioned | 2026-07-09T04:11:30Z | |
| dc.description | 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. Results also show that the first campaign was effective for twice as long as the second campaign and that it has a higher peak and higher average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market. | |
| dc.identifier | doi:10.22004/ag.econ.31033 | |
| dc.identifier | https://ageconsearch.umn.edu/record/31033/files/21020199.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/31033 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/546202 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/31033 | |
| dc.title | GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN | |
| dc.type | Text |