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Generic fluid milk and cheese advertising as a marketing tool

100%

Kaiser H. M.

Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu

2000

tom 02

nr 7

This paper presents an overview of generic fluid milk and cheese advertising in the United States. The main conclusion of the study is that farmers and processors are receiving a high return on their investment in generic dairy advertising. The impacts of advertising tend to be more profound in increasing price than quantity, which is due to the inelastic nature of demand for milk and cheese. These estimated impacts need to be compared with the other options'producers and processors have for marketing their product (e.g. non-advertising promotion, research, new product development, etc.) in order to determine the optimality of the current investment of advertising.

Ograniczanie wyników

1 Roczniki Naukowe Stowarzyszenia Ekonomistów Rolnictwa i Agrobiznesu

1 Kaiser H. M.

1 2000

Wyniki wyszukiwania

Generic fluid milk and cheese advertising as a marketing tool