Effectiveness of Fluid Milk Advertising Since the Dairy and Tobacco Adjustment Act of 1983

Abstract

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A censored system of demand analysis to unpacked and prepackaged milk consumption in Turkey

“…Since packed milk is a more differentiated product one would intuitively expect that the elasticity estimate obtained for unpacked milk would be greater than that of packed milk (Briz et al 1998). Contrary to findings in western countries (Ward and Dixon 1989;Williams 1992;Oskam and Osinga 1982;Kilmer 1989), the quantity demand for both products is price-elastic. Since perishability and daily nutritional necessacity associated with milk makes it inelastic as one would expect one should also be carefull the role of the product on expenditure allocation: the greater the product has an expenditure share the more likely the product is elastic.…”

The demand for salmon in France: the effects of marketing and structural change

“…With an upward sloping curve, both 'In addition to the direct effect of marketing on the demand for salmon, it is possible to argue for a dynamic interplay between advertising and demand. Consumers normally do not react immediately to advertising (Ward and Dixon, 1989); therefore, the advertising variable should be lagged. There is another dynamic aspect in advertising, the carryover effect, which implies that advertising continues to affect demand beyond the initial effect.…”

Message Strategy Effects for Risk-Reduction Campaigns during Health Crises

“…The short-run effect on sales is greater than the longrun effect, ranging from a $5 to a $20 increase in sales per $1 spent on advertising in the short run, compared to a $2 increase in sales in the long run (e.g., [25,26]). Because this research uses short-run estimation, in which the contribution of advertising to sales represents an overestimation of advertising's long-run contribution, if results reveal a negative contribution as stated in H 2 , then use of the simultaneous approach will produce more conservative results.…”