Work

Generic Advertising Wearout: the Case of the New York City Fluid Milk Campaign

Year: 1996

Type: preprint

Abstract: 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.

Source: RePEc: Research Papers in Economics

DOI: 10.22004/ag.econ.122816

Authors: Reberte, J. Carlos, Kaiser, Harry M., Lenz, John E., Forker, Olan D.

Language: English

Topic: Consumer Market Behavior and Pricing

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W1593404711

Cites: 14

Cited by: 20

Related to: 10