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| Registros recuperados: 18 | |
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| Forker, Olan D.. |
| 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. |
| Tipo: Working Paper |
Palavras-chave: Marketing. |
| Ano: 1990 |
URL: http://purl.umn.edu/121547 |
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| Kinnucan, Henry W.; Forker, Olan D.. |
| With the passage of the Dairy and Tobacco Adjustment Act of 1983, dairy farmer investment in product research, nutrition education, advertising, and promotion in the United States increased from $60 million to $200 million annually. A key decision faced by boards managing these funds is how best to allocate available advertising funds among the various dairy products. In this paper an economic model is developed that shows the allocation of funds among products that would maximize sales in a given market. The model is applied to the New York City market with results suggesting that over the study period diverting funds from fluid milk to cheese advertising would have enhanced milk-equivalent sales in the market by as much as 1.17% or 8.21 million... |
| Tipo: Journal Article |
Palavras-chave: Marketing. |
| Ano: 1988 |
URL: http://purl.umn.edu/29064 |
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| Kaiser, Harry M.; Forker, Olan D.. |
| An econometric model of the United States dairy industry is used to simulate the economic impact of alternative strategies in the generic advertising of dairy products. Advertising programs for fluid milk, cheese, and butter are considered. The historic quarterly advertising expenditure levels experienced during the period October 1984 through December 1990 are used as a basis of comparison. A national model enables the analyst to simultaneously estimate the impact of changes in advertising expenditures on price and volume of sales at retail, wholesale, and farm levels of trade. The impact on government purchases can also be estimated. The simulations indicate that the largest impact of decreases or increases in advertising expenditures is on price. A 50... |
| Tipo: Technical Report |
Palavras-chave: Livestock Production/Industries; Marketing. |
| Ano: 1993 |
URL: http://purl.umn.edu/123010 |
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| Reberte, J. Carlos; Kaiser, Harry M.; Lenz, John E.; Forker, Olan D.. |
| 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. |
| Tipo: Journal Article |
Palavras-chave: Marketing. |
| Ano: 1996 |
URL: http://purl.umn.edu/31033 |
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| Liu, Donald J.; Kaiser, Harry M.; Forker, Olan D.; Mount, Timothy D.. |
| 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. |
| Tipo: Journal Article |
Palavras-chave: Livestock Production/Industries; Marketing. |
| Ano: 1990 |
URL: http://purl.umn.edu/28969 |
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| Liu, Donald J.; Forker, Olan D.. |
| Generic dairy promotion is big business. The 1983 Dairy and Tobacco Adjustment Act requires that all dairy farmers pay a promotion assessment of 15 cents per hundredweight on all milk sold commercially. Of the total assessment, up to 10 cents may be retained locally to fund regional or state dairy product advertising. The funding for national and state programs combined totals over $200 million annually. Thus, the program involves high stakes and, if not well conducted, can result in substantial losses in opportunity costs to dairy farmers. The size of the potential losses emphasizes the importance of understanding the economics of dairy promotion and the need to increase the efficiency of promotional efforts. The purpose of this study is to use a... |
| Tipo: Working or Discussion Paper |
Palavras-chave: Livestock Production/Industries; Marketing; Research Methods/ Statistical Methods. |
| Ano: 1989 |
URL: http://purl.umn.edu/6880 |
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| Lenz, John E.; Forker, Olan D.; Hurst, Susan J.. |
| During the summer of 1990 we asked all of the U.S. commodity promotion organizations we could identify to complete a questionnaire about their objectives, program activities, and evaluation methods. The 116 organizationsthat responded had a total staff of 2,017 and invested over $750 million in programs and administration in 1990. The responses indicated that producerboards of directors are very much involved in formulating program objectives.All of our respondents place a high priority on increasing aggregate commodity sales and on maximizing producer net returns. They use a variety of strategies and means to achieve their objectives, and also use a variety of evaluation methods. This report discusses in detail the relationships among objectives,... |
| Tipo: Working Paper |
Palavras-chave: Marketing. |
| Ano: 1991 |
URL: http://purl.umn.edu/123097 |
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| Registros recuperados: 18 | |
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