Publication Year: 1991 / Subject Term: Texas, USA

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Cotten, Jennifer F. (author), Luedke, Alvin J. (author), Thomas, John K. (author), and Associate Professor, Department of Rural Sociology, Texas A&M University
Format:: Journal article
Publication Date:: 1991-09
Published:: USA: New York : John Wiley & Sons
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 89 Document Number: C06229
Journal Title:: Agribusiness
Journal Title Details:: 7 (5) : 503-514

Collection:: Agricultural Communications Documentation Center (ACDC)
Contributers:: Capps, Oral, Jr. (author), Schmitz, John D. (author), and Department of Agricultural Economics, Texas A&M University
Format:: Journal article
Publication Date:: 1991-12
Published:: USA: Experiment, GA : Southern Agricultural Economics Association
Location:: Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 92 Document Number: C06797
Journal Title:: Southern Journal of Agricultural Economics
Journal Title Details:: 23 (2) : 131-140
Notes:: AGRICOLA IND 92004087, This analysis indicates that generic advertising expenditures, ceteris paribus, generated rightward shifts in demand for fluid milk in the Texas Market Order over the period January 1980 to September 1988. Generally, the results from this study are in agreement with previous research efforts which suggest that generic advertising can increase the demand for fluid milk. Importantly, in this analysis, the impacts of television and radio advertising have been effectively disentangled. Television advertising generates a response that wears off more quickly that radio advertising. Also, the long-run effect of radio advertising is about 1.75 times greater than the long-run effect of television advertising. (original)

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