Evaluating the effectiveness of generic advertising versus nonadvertising marketing activities on New York State milk markets

Yuqing Zheng, Harry M. Kaiser

Research output: Contribution to journalArticlepeer-review

3 Scopus citations

Abstract

This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0.038 using panel data, is found to be about five times as effective as nonadvertising; therefore, it remains the more powerful marketing tool. Such results have policy implications in benefit-cost analysis and optimal allocation of fluid-milk check-off funds. Our results suggest that NYS dairy producers have much to gain from investing more of their check-off budgets in advertising.

Original languageEnglish
Pages (from-to)351-368
Number of pages18
JournalAgribusiness
Volume25
Issue number3
DOIs
StatePublished - Jun 2009

ASJC Scopus subject areas

  • Food Science
  • Geography, Planning and Development
  • Animal Science and Zoology
  • Agronomy and Crop Science
  • Economics and Econometrics

Fingerprint

Dive into the research topics of 'Evaluating the effectiveness of generic advertising versus nonadvertising marketing activities on New York State milk markets'. Together they form a unique fingerprint.

Cite this