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Provedor de dados:  AgEcon
País:  United States
Título:  Advertising and Promotion Investment: What Is the Right Level?
Autores:  Forker, Olan D.
Data:  2012-03-07
Ano:  1990
Palavras-chave:  Marketing
Resumo:  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
Idioma:  Inglês
Identificador:  http://purl.umn.edu/121547
Relação:  Cornell University>Department of Applied Economics and Management>Staff Papers
SP 90-20
Formato:  22
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