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NEC 63 |
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NICPRE QUARTERLY
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A newsletter from
the National Institute for Commodity Promotion Research and Evaluation
on program evaluation and related issues
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| Vol. 12 No. 1 |
First Quarter 2006
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CONTENTS Table 1 |
An Economic Analysis of Generic Fluid Milk Advertising
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| Table 1 - Return on fluid milk generic advertising
investment for producers, 2000-2004.
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| Ontario | Quebec | Maritime | |
| Added milk receipts ($ million) | 415.1 | 528.8 | 46.6 |
| Advertising expenditures ($ million) | 47.6 | 28.2 | 8.2 |
| Average rate of return (AROR) | 8.8 | 18.9 | 5.7 |
| Average marginal cost of production ($/hl) | 29.87 | 29.87 | 29.87 |
| Marginal cost of added milk produced ($ million) | 179.1 | 228.1 | 20.1 |
| Added receipts minus added marginal costs ($ million) | 236.0 | 300.7 | 26.5 |
| Average producer rate of return (APROR) | 3.4 | 7.4 | 2.2 |
| Net average producer rate of return (NAPROR) | 2.4 | 6.4 | 1.2 |
| Discounted average producer rate of return (DAPROR) * | 1.7 | 4.8 | 0.9 |
| Marginal producer rate of return (MPROR) | 1.1 | 5.0 | 0.7 |
* The interest rate on 30 days treasury bills used as the discount rate. Source: Authors' calculation. |
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