Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet
The largest portion of dairy and milk checkoff funds is spent on generic fluid milk advertising. These funds are distributed among four distinct media outlets-television, radio, print, and outdoor. Spending too little on one media outlet or too much on another constitutes a missed opportunity to gar...
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Western Agricultural Economics Association
1998-07-01
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Online Access: | https://ageconsearch.umn.edu/record/31179 |
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doaj-300b15c25e644a1c89793e2ed8f73d242020-11-25T01:01:03ZengWestern Agricultural Economics AssociationJournal of Agricultural and Resource Economics1068-55022327-82851998-07-0123115516910.22004/ag.econ.3117931179Optimal Choice of Generic Milk Advertising Expenditures by Media OutletJames G. PritchettDonald J. LiuHarry M. KaiserThe largest portion of dairy and milk checkoff funds is spent on generic fluid milk advertising. These funds are distributed among four distinct media outlets-television, radio, print, and outdoor. Spending too little on one media outlet or too much on another constitutes a missed opportunity to garner higher returns. Using 1984-93 data, this study compares historical advertising expenditures in each media outlet to the advertising expenditure decision of an optimal control model. Results show profits would have increased if funds had been reallocated from television to radio, print, and outdoor media outlets.https://ageconsearch.umn.edu/record/31179generic fluid milk advertisingmilkoptimal control |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
James G. Pritchett Donald J. Liu Harry M. Kaiser |
spellingShingle |
James G. Pritchett Donald J. Liu Harry M. Kaiser Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet Journal of Agricultural and Resource Economics generic fluid milk advertising milk optimal control |
author_facet |
James G. Pritchett Donald J. Liu Harry M. Kaiser |
author_sort |
James G. Pritchett |
title |
Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet |
title_short |
Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet |
title_full |
Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet |
title_fullStr |
Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet |
title_full_unstemmed |
Optimal Choice of Generic Milk Advertising Expenditures by Media Outlet |
title_sort |
optimal choice of generic milk advertising expenditures by media outlet |
publisher |
Western Agricultural Economics Association |
series |
Journal of Agricultural and Resource Economics |
issn |
1068-5502 2327-8285 |
publishDate |
1998-07-01 |
description |
The largest portion of dairy and milk checkoff funds is spent on generic fluid milk advertising. These funds are distributed among four distinct media outlets-television, radio, print, and outdoor. Spending too little on one media outlet or too much on another constitutes a missed opportunity to garner higher returns. Using 1984-93 data, this study compares historical advertising expenditures in each media outlet to the advertising expenditure decision of an optimal control model. Results show profits would have increased if funds had been reallocated from television to radio, print, and outdoor media outlets. |
topic |
generic fluid milk advertising milk optimal control |
url |
https://ageconsearch.umn.edu/record/31179 |
work_keys_str_mv |
AT jamesgpritchett optimalchoiceofgenericmilkadvertisingexpendituresbymediaoutlet AT donaldjliu optimalchoiceofgenericmilkadvertisingexpendituresbymediaoutlet AT harrymkaiser optimalchoiceofgenericmilkadvertisingexpendituresbymediaoutlet |
_version_ |
1725211141027659776 |