The Effectiveness of Generic Versus Brand Advertising for Manufactured Milk Products--The Case of Yogurt

In this paper, the effectiveness of generic versus brand advertising for yogurt is evaluated, using a polynomial distributed lag model. Brand advertisement is found to be more than twice as effective as generic in increasing per capita consumption of yogurt. These results are then compared to the effectiveness of generic advertisement of fluid milk and used as a basis for recommending to dairy producers the best allocation of promotion funds.


Issue Date:
1982-04
Publication Type:
Working or Discussion Paper
PURL Identifier:
http://purl.umn.edu/183855
Total Pages:
14
Series Statement:
82-4




 Record created 2017-04-01, last modified 2017-04-26

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