Annotated Bibliography of Generic Commodity Promotion Research (Revised)

A.E. Res. 91-

MODELING THE U.S. DAIRY SECTOR WITH GOVERNMENT INTERVENTION

An econometric framework for estimating a two-regime dairy structural system is presented. Failure to account for switching between regimes due to government price intervention raises the problem of selectivity bias. Further, since a structural system of equations is involved, the problem is not limited to the market associated with the intervention. Rather, bias from a single source can distort all equations in the system. The ramifications of not correcting for the bias in policy analyses are investigated.Agricultural and Food Policy, Industrial Organization,

AN ANALYSIS OF U.S. DAIRY POLICY DEREGULATION USING AN IMPERFECT COMPETITION MODEL

An imperfect competition model of the U.S. milk market is developed for analyzing the impacts of dairy policy deregulation. Estimated degree-of-competition parameters indicate that the U.S. milk market has become more competitive over time. The usefulness of the model is demonstrated by showing the relative differences of dynamic simulation results of the imperfect competition model with the results of a conventional exogenous fluid differential model.Agricultural and Food Policy,

AN ECONOMIC ANALYSIS OF THE U.S. GENERIC DAIRY ADVERTISING PROGRAM USING AN INDUSTRY MODEL

The market impacts of generic dairy advertising are assessed using an industry model which encompasses supply and demand conditions at the retail, wholesale, and farm levels, and government intervention under the dairy price support program. The estimated model is used to simulate price and quantity values for four advertising scenarios: (1) no advertising, (2) historical fluid advertising, (3) historical manufactured advertising, and (4) historical fluid and manufactured advertising. Compared to previous studies, the dairy-industry model provides additional insights into the way generic dairy advertising influences prices and quantities at the retail, wholesale, and farm levels.Livestock Production/Industries, Marketing,

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,

Advertising and Promotion Investment: What Is the Right Level?

Agricultural economists in both the United States and Canada have been trying to answer this complicated question for over 12 years. Although there is no simple answer t researchers generally agree that the "right level" of advertising investment is a function of the promotion program's objective. The actual level of advertising investment in 1987 totaled $490 million in 22 dairyproducing countries. The United States t Canada t Australia t and the United Kingdom have similar levels of promotion investment per unit of milk production ($0.12 to $0.17 per hundredweight). A review of economic studies "indicates commodity advertising investment in the U.S. is probably less than optimum at its current level of around$145 million

A Survey of Dairy Calcium Consumption by Women in Two New York Counties, 1985 and 1987: An Analysis of An Educational Program'S Effectiveness

A.E. Res. 88-1