Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign

Thispaperexaminestwo majorgenericfluidmilkadvertising campaigns in New York City during the 1986-92 period Estimates from a time-varying parameter model show that the evolution ofthe impact ofgeneric advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effectivefor twice aslongasthesecondcampaignandthat 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.


Issue Date:
1996-01
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/122816
Total Pages:
12
Series Statement:
Research Bulletin
96-01
NICPRE




 Record created 2017-04-01, last modified 2017-05-15

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