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dc.contributor.authorForker, Olan D.
dc.date.accessioned2019-10-15T18:32:29Z
dc.date.available2019-10-15T18:32:29Z
dc.date.issued1990-12
dc.identifier.urihttps://hdl.handle.net/1813/68137
dc.description.abstractAgricultural 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.isoen_US
dc.publisherCharles H. Dyson School of Applied Economics and Management, Cornell University
dc.titleAdvertising and Promotion Investment: What Is the Right Level?
dc.typearticle
dcterms.licensehttp://hdl.handle.net/1813/57595


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