Optimal Seasonal Allocation of Generic Dairy Advertising Expenditures
No hay miniatura disponible
Fecha
Autores
Título de la revista
ISSN de la revista
Título del volumen
Editor
Resumen
Descripción
Escalating media advertising costs have prompted shifts away from advertising to
non-advertising promotion activities in the dairy industry’s generic commodity
promotion program. As advertising budgets become tighter, determining the optimal
allocation of these funds becomes particularly important. Optimal seasonal generic
advertising expenditure shares for the national fluid milk and cheese generic advertising
programs were estimated, with shares higher in the first and fourth quarters for fluid
milk and relatively even across quarters for cheese. Estimates of producer welfare gains
from re-allocation were substantial, with average welfare gains of 12 to 24 percent of
annual advertising investments.