JavaScript is disabled for your browser. Some features of this site may not work without it.
Evaluating U.S. Generic Milk Advertising Effectiveness Using An Imperfect Competition Model

Author
Suzuki, Nobuhiro; Kaiser, Harry M.; Lenz, John E.; Forker, Olan D.
Abstract
An analytical model to evaluate the effectiveness of u.s. generic milk advertising which incorporates the degree of market competition is presented. Unlike traditional perfect competition models, the imperfect competition model allows for simultaneous movement of both price and quantity with an endogenous fluid (Class I) price differential. The simulation results of the imperfect competition model are compared with the conventional exogenous fluid price differential model. It is shown that the conventional fixed fluid price differential model may under-state the effectiveness of U.s. generic milk advertising in terms of returns to producers.
Description
A.E. Res. 93-8
Date Issued
1993-07Publisher
Charles H. Dyson School of Applied Economics and Management, Cornell University
Subject
Applied Economics
Type
report