Advertising and Promotion Investment: What Is the Right Level?
| 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.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.identifier.uri | https://hdl.handle.net/1813/68137 | |
| 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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