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| Kinnucan, Henry W.; Chang, Hui-Shung (Christie); Venkateswaran, Meenakshi. |
| Advertising wearout, defined as the declining effectiveness of a commercial or campaign associated with increased exposure, is examined from a generic advertising perspective. Generic advertising campaigns of the type typically undertaken by agricultural commodity groups differ from branded advertising in that the former seek to increase aggregate demand for a product category (e.g., beef, milk, wool) rather than the market share of a particular brand within a category. A major hypothesis addressed in this research is whether generic campaigns are subject to the same generation-satiation-decay cycles found for the more typical brand advertising campaigns. The hypothesis is examined by estimating a time-varying parameter model using data from the first... |
| Tipo: Journal Article |
Palavras-chave: Marketing. |
| Ano: 1993 |
URL: http://purl.umn.edu/9620 |
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| Kinnucan, Henry W.; Hatch, L. Upton; Molnar, Joseph J.; Venkateswaran, Meenakshi. |
| Bovine somatotropin (BST), a new technology capable of enhancing a cow's ability to produce milk by 7-23 percent, is expected to be available for commercial use soon. Ex ante survey procedures are used to determine the potential effect of BST on the size distribution of dairy farms in the Southeast. Results of logit analysis indicate a positive link between farm size and (1) farmers' knowledge of BST and (2) intentions to adopt early, suggesting BST will not be scale neutral. An estimated "price elasticity" of -1.8 to -2.1 indicates an elastic demand for the input. Price, therefore, may be an effective instrument for attenuating the scale bias. |
| Tipo: Journal Article |
Palavras-chave: Livestock Production/Industries. |
| Ano: 1990 |
URL: http://purl.umn.edu/29997 |
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| Kinnucan, Henry W.; Venkateswaran, Meenakshi. |
| An eight equation partially-recursive econometric model is specified to indicate the effects of catfish advertising on product awareness, beliefs, attitude and consumption. Results indicate that the ad campaign in its first year (i) increased consumer's awareness on farm-raised catfish 15 percent, (ii) improved consumers' perceptions of and attitude toward catfish 3 to 6 percent, and (iii) increased at-home and restaurant purchases of catfish 12 to 13 percent. The response to the ad campaign is broken down into an "attitude effect" and a "reminder effect" to determine the relative behavioral importance of the affective and cognitive components of the ad copy. Model simulations suggest primacy of the reminder effect, implying the factual content of the ads... |
| Tipo: Journal Article |
Palavras-chave: Marketing. |
| Ano: 1990 |
URL: http://purl.umn.edu/30007 |
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| Venkateswaran, Meenakshi; Kinnucan, Henry W.; Chang, Hui-Shung (Christie). |
| The performance of restricted estimators such as Almon and Shiller in modeling advertising carryover is tested and compared to the unrestricted OLS estimator, using 1971-1988 monthly New York City fluid milk market data. Results indicate that in the absence of autocorrelation and multicollinearity among the lagged advertising variables, the unrestricted OLS estimator is still the preferred estimator, based on Mean Square Error and Root Mean Square Percent Error criteria. In this case, the Almon and Shiller estimators perform equally well, although next only to the OLS estimator. In the presence of autocorrelation or multicollinearity however, the restricted estimators may outperform the OLS estimator, in a MSE sense, with the flexible Shiller estimator... |
| Tipo: Journal Article |
Palavras-chave: Marketing. |
| Ano: 1993 |
URL: http://purl.umn.edu/31639 |
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