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 | 2017-04-01T17:17:24Z | |
| dc.date.accessioned | 2026-07-09T06:01:46Z | |
| dc.description | This paper 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 had a higher peak and 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.122816 | |
| dc.identifier | https://ageconsearch.umn.edu/record/122816/files/Cornell_Dyson_rb9601.pdf | |
| dc.identifier | http://ageconsearch.umn.edu/record/122816 | |
| dc.identifier.uri | http://hdl.handle.net/123456789/571448 | |
| dc.language | eng | |
| dc.publisher | ||
| dc.source | http://ageconsearch.umn.edu/record/122816 | |
| dc.title | Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign | |
| dc.type | Text |