Evaluating the Effectiveness of Generic Advertising Versus Nonadvertising Marketing Activities on New York State Milk Markets
Evaluating the Effectiveness of Generic Advertising Versus Nonadvertising Marketing Activities on New York State Milk Markets

Author: Yuqing Zheng

Publisher:

Published: 2008

Total Pages: 32

ISBN-13:

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This study distinguishes nonadvertising marketing activities from generic advertising and investigates their separate impacts on the retail demand for fluid milk in New York State. Advertising, having an estimated elasticity (of demand) of 0.038 using panel data, is found to be about five times as effective as nonadvertising and therefore remains the more powerful marketing tool. Such results have policy implications in benefit-cost analysis and optimal allocation of fluid-milk check-off funds. Our results suggest that NYS dairy producers have much to gain from investing more of their check-off budgets in advertising.

Strategic Winery Tourism and Management
Strategic Winery Tourism and Management

Author: Kyuho Lee

Publisher: CRC Press

Published: 2016-01-05

Total Pages: 309

ISBN-13: 1482223414

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Strategic Winery Tourism and Management: Building Competitive Winery Tourism and Winery Management Strategy presents cutting-edge knowledge and research related to strategic winery tourism and winery management. It highlights the major theories on strategic winery tourism and winery management and encompasses a variety of topics ranging from strate