10 research outputs found

    GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN

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    This article examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period. Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effective for twice as long as the second campaign and that it has a higher peak and higher average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market.Marketing,

    An Economic Analysis of Generic Egg Advertising in California, 1985-1995

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    NICPRE 96-06; R.B. 96-1

    An Ex Post Evaluation of Generic Egg Advertising in the U.S.

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    NICPRE 96-07; R.B. 96-1

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

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    NICPRE 96-01; R.B. 96-01Thispaperexaminestwo 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

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

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    This paper examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effective for twice as long as the second campaign and that 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

    GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN

    No full text
    This article examines two major generic fluid milk advertising campaigns in New York City during the 1986-92 period. Estimates from a time-varying parameter model show that the evolution of the impact of generic advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effective for twice as long as the second campaign and that it has a higher peak and higher average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market
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