Effects of advertising on the demand for cheese and fluid milk

    Collection:
    Agricultural Communications Documentation Center (ACDC)
    Contributers:
    Blaylock, James R. (author), Blisard, William N. (author), Sun, Theresa (author), and Commodity Economics Division, Economics Research Service, U.S. Department of Agriculture
    Format:
    Report
    Publication Date:
    1991-10
    Published:
    USA
    Location:
    Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 91 Document Number: C06556
    Subject Term:
    advertising, buying behavior, commodities, consumers, dairy, markets, and promotion
    Notes:
    James F. Evans Collection, Washington, D.C. : U.S. Department of Agriculture, Economic Research Service, Commodity Economics Division, 1991. 30 p. (Report No. AGES 9154), An advertising campaign raised fluid milk sales by about 5,975.4 million pounds during September 1984-September 1990. Natural and processed cheese (consumed at home) sales rose by about 23 and 229 million pounds in the same period. An assessment of 15 cents per hundredweight of milk sold commercially, mandated by the Dairy and Tobacco Adjustment Act of 1983, funded the increase in advertising. The authors use econometric demand models to introduce variables that would offset or complement dairy-centered advertising. In both branded and generic advertising, changes in market price, income, and the availability of substitute goods are factors that influence the demand for natural and processed cheese. (author)

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