10 research outputs found
GENERIC ADVERTISING WEAROUT: THE CASE OF THE NEW YORK CITY FLUID MILK CAMPAIGN
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
NICPRE 96-06; R.B. 96-1
An Ex Post Evaluation of Generic Egg Advertising in the U.S.
NICPRE 96-07; R.B. 96-1
Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign
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
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
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