dc.contributor.author Forker, Olan D. dc.date.accessioned 2019-10-15T18:32:29Z dc.date.available 2019-10-15T18:32:29Z dc.date.issued 1990-12 dc.identifier.uri https://hdl.handle.net/1813/68137 dc.description.abstract Agricultural economists in both the United States and Canada have been trying to answer this complicated question for over 12 years. Although there is no simple answer t researchers generally agree that the "right level" of advertising investment is a function of the promotion program's objective. The actual level of advertising investment in 1987 totaled $490 million in 22 dairyproducing countries. The United States t Canada t Australia t and the United Kingdom have similar levels of promotion investment per unit of milk production ($0.12 to $0.17 per hundredweight). A review of economic studies "indicates commodity advertising investment in the U.S. is probably less than optimum at its current level of around$145 million. dc.language.iso en_US dc.publisher Charles H. Dyson School of Applied Economics and Management, Cornell University dc.title Advertising and Promotion Investment: What Is the Right Level? dc.type article dcterms.license http://hdl.handle.net/1813/57595
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