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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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