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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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| Miles, Heiko; Schwager, Steven J.; Lenz, John E.. |
| Fishbein's Theory of Reasoned Action models behavior as based on beliefs and evaluations on a small set of salient attributes. Two methods of reducing large sets of potentially salient attributes into a smaller set of salient attributes are proposed. The methods are based on expectancy valuation analysis and logistic regression analysis. When applied to consumer beliefs and evaluations on 59 attributes over three milk types (whole, low-fat, and skim milk), both methods identify reduced sets of attributes. The reduced attribute sets are then used to model whether or not respondents drink a particular milk type. Results indicate that the reduced models are statistically significant in explaining choice of m"ilk type although there is some loss of information... |
| Tipo: Technical Report |
Palavras-chave: Milk; Preferences; Consumer/Household Economics; Food Consumption/Nutrition/Food Safety. |
| Ano: 1994 |
URL: http://purl.umn.edu/123005 |
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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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