Data/hora: 17/06/2024 02:32:10

Provedor de dados: | 31
País: | United States
Título: | Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign
Autores: | Reberte,   J. Carlos; Kaiser,   Harry M.; Lenz,   John E.; Forker,   Olan D.
Data: | 2012-04-18
Ano: | 1996
Palavras-chave: | Advertising wearout; Generic milk advertising; Time-varying parameters; Livestock Production/Industries; Marketing.
Resumo: | Thispaperexaminestwo majorgenericfluidmilkadvertising campaigns in New York City during the 1986-92 period Estimates from a time-varying parameter model show that the evolution ofthe impact ofgeneric advertising on fluid milk sales over each campaign followed a bell-shaped pattern. Results also show that the first campaign was effectivefor twice aslongasthesecondcampaignandthat it had a higher peak and average advertising elasticity. These findings may reflect long-term generic milk advertising wearout in the New York City market.
Tipo: | Technical Report
Idioma: | Inglês
Identificador: | http://purl.umn.edu/122816

Relação:

Cornell University&gt;Department of Applied Economics and Management&gt;Research Bulletin

Research Bulletin

96-01

NICPRE

96-01

Formato: | 12