CONTENTS

Economic Impacts of National Generic Dairy Advertising

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

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

Manager's Viewpoint

Editor's Notes

Director’s Corner

Selected Reading

Next Meeting

Editor's Notes

by John E. Lenz

The time has come to turn our attention inward, and report on some of the research we are involved in here at Cornell. In this issue, our lead article, by Harry Kaiser and Olan Forker discusses an advertising evaluation model for the national, farmer-funded, generic dairy advertising program in the United States. This model is among the most recently completed in a long series of evaluation projects on the dairy program, at both the national and state levels, that has been conducted here at Cornell. To accompany the lead article, we are pleased to have the Manager’s Viewpoint column written by Cynthia Carson, CEO, and George Harmon, Director of Research, both with the National Dairy Promotion and Research Board.

We also have an article by Harry Kaiser and Carlos Reberte on a model they recently completed to begin examining some economic issues related to advertising impacts on the consumption of whole, lowfat, and skim milk. The research team at NICPRE summarizes a research bulletin on advertising wearout in New York City. In his Director’s Corner in this issue, Olan Forker discusses the committees that review and provide direction for NICPRE activities.

Lastly, there is an announcement for the October 5 and 6 NEC-63 meeting to be held in Sacramento, California. We hope to see many of you there.

On another note, since I have your attention, many of you in commodity promotion organizations received a survey we sent out earlier this summer. As hard as it is to believe, some of you have yet to send in your response. It isn’t too late to do so, and we very much appreciate each and every response we receive. If you have misplaced your survey booklet, or didn’t receive one please give me a call and I’ll send one out to you.