Advertising and Promotion Investment: What Is the Right Level?
| dc.creator | Forker, Olan D. | |
| dc.date | 2017-04-01T18:00:42Z | |
| dc.date.accessioned | 2026-07-09T05:57:59Z | |
| dc.description | Agricultural economists in both the United States and Canada have been trying to answer this complicated question for over 12 years. Although there is no simple answer t researchers generally agree that the "right level" of advertising investment is a function of the promotion program's objective. The actual level of advertising investment in 1987 totaled $490 million in 22 dairyproducing countries. The United States t Canada t Australia t and the United Kingdom have similar levels of promotion investment per unit of milk production ($0.12 to $0.17 per hundredweight). A review of economic studies "indicates commodity advertising investment in the U.S. is probably less than optimum at its current level of around $145 million. | |
| dc.identifier | doi:10.22004/ag.econ.121547 | |
| dc.identifier | https://ageconsearch.umn.edu/record/121547/files/Cornell%20SP%2090-20.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/121547 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/570653 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/121547 | |
| dc.title | Advertising and Promotion Investment: What Is the Right Level? | |
| dc.type | Text |