CONTENTS

Economic Impacts of National Generic Dairy Advertising

The Impact of Generic Fluid Milk Advertising on Whole, Lowfat, and Skim Milk Demand

Generic Advertising Weaout: The Case of the NYC Fluid Milk Campaign

Manager's Viewpoint

Editor's Notes

Director’s Corner

Selected Reading

Next Meeting

Director's Corner

by Olan D. Forker

Shortly after NICPRE became a reality in 1994, two committees were established to provide counsel and advice to the staff regarding the institutes activities. The Advisory Committee provides overall direction for operating policy and research efforts. The Steering Committee provides technical advice on research priorities, operating policy and research methods. Advisory Committee members come from commodity promotion organizations, universities, and government agencies. Steering Committee members are primarily involved in conducting economic analysis. The two committees will meet on September 11-12, 1995 in Annapolis, Maryland to review current program activities and research strategies, and provide guidance on future strategies and programming.

Advisory Committee members are: James Blaylock (Economic Research Service, USDA), Kenneth Clayton (Agricultural Marketing Service, USDA), George Harmon (Dairy Management, Inc.), Shida Henneberry (Oklahoma State University), John Huston (National Meat and Live Stock Board), Archie MacDonald (Dairy Farmers of Canada), Phil Macki (Foreign Agricultural Service, USDA), James Guinn (American Soybean Association), Allen Terhaar (Cotton Council International) and Wayne Watkinson (McLeod, Watkinson, and Miller).

Steering Committee members are: Walter Armbruster (Farm Foundation), Ellen Goddard (University of Guelph, Canada), Henry Kinnucan (Auburn University), John Nichols (Texas A&M University), Ronald Ward (University of Florida), and Clark Burbee (Advisor from USDA).