Generic fluid milk advertising, demand expansion, and supply response: The case of new york city

Donald J. Liu, Olan D. Forker

Research output: Contribution to journalArticlepeer-review

27 Scopus citations

Abstract

A transfer function was used to estimate the fluid milk demand equation of New York City. The consumption effect of a generic fluid milk advertising program in the city was found to be positive and statistically significant. The resulting higher blend price of milk was found to have a negligible effect on the subsequent supply of milk. Though being successful in generating positive returns on advertising it was found that a 35% reduction in the advertising expenditures would have been optimal in the marginal sense.

Original languageEnglish (US)
Pages (from-to)229-236
Number of pages8
JournalAmerican Journal of Agricultural Economics
Volume70
Issue number2
DOIs
StatePublished - May 1988

Keywords

  • Dairy promotion
  • Demand expansion
  • Generic advertising
  • Transfer function

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