Decomposing the Variation in Generic Advertising Response over Time

作者：Todd M. Schmit, Harry M. Kaiser · 发表于：American Journal of Agricultural Economics · 年份：2004 · DOI：10.1111/j.0092-5853.2004.00568.x · 被引用次数：42 · 研究领域：Economics of Agriculture and Food Markets、Consumer Market Behavior and Pricing、Consumer Attitudes and Food Labeling

A time-varying parameter model of fluid milk and cheese demand reveals that changes in age composition, race composition, and food spending patterns away from home were most important to changes in generic advertising response over time. Advertising response elasticities indicate that generic advertising could be enhanced by targeting young children households for fluid milk, and Asian/Hispanic households for cheese. Results also indicate that shifting targeted advertising efforts to the away-from-home market may increase generic cheese advertising response. Copyright 2004, Oxford University Press.