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Generic versus Brand Advertised Manufactured Milk Products: The Case of Yogurt

✍ Scribed by Lana Hall and Ingrid Foik

Book ID
125087173
Publisher
Blackwell Publishing
Year
1983
Weight
755 KB
Volume
5
Category
Article
ISSN
0191-9016

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## Abstract 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 fi