Effectiveness of generic milk advertising: A ten region study
作者:
Ronald W. Ward,
William F. McDonald,
期刊:
Agribusiness
(WILEY Available online 1986)
卷期:
Volume 2,
issue 1
页码: 77-89
ISSN:0742-4477
年代: 1986
DOI:10.1002/1520-6297(198621)2:1<77::AID-AGR2720020108>3.0.CO;2-S
出版商: Wiley Subscription Services, Inc., A Wiley Company
数据来源: WILEY
摘要:
AbstractA pooled cross sectional‐time series model points to the positive impact of advertising fluid milk in a ten market region. The model provides an empirical base for analyzing the economic value of advertising efforts and for simulating the impact over levels of advertising expenditures. In 1983 the rate of return to advertising was 1.6629 for each dollar spent and consumption increased 4.470% over what would have occurred without the generic advertisin
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