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

Selected Readings

Kaiser, Harry M. 1995. “An Analysis of Generic Dairy Promotion in the United States.” Department of Agricultural, Resource, and Managerial Economics, Cornell University, Ithaca, NY. NICPRE 95-01.

Kaiser, Harry M. and J. Carlos Reberte. 1995. “Impact of Generic Fluid Milk Advertising on Whole, Lowfat, and Skim Milk Demand.” Department of Agricultural, Resource, and Managerial Economics, Cornell University, Ithaca, NY. NICPRE 95-02, R.B. 95-04.

USDA. 1995. “Report to Congress on the National Dairy Promotion and Research Program and the National Fluid Milk Processor Promotion Program.”