CONTENTS

A Bigger Bang for the Milk Advertising Buck

Evaluating Returns to the Cotton Checkoff Program

Editor's Notes

Manager's Viewpoint

Director’s Corner

Next Meeting

NEC-63 Fall 1997 October 6-7, 1997 Washington, DC A Symposium to Examine the Effectiveness of Different Nutrition Education Programs

Editor's Notes

by Jennifer L. Ferrero

Can funds be reallocated in such a way as to increase returns without increasing expenditures? This is the question addressed by Pritchett, Liu, and Kaiser in this quarter’s lead article. Harry Kaiser, the director of NICPRE, discusses the Institute and past research projects it has sponsored in his column on page 4.

Nichols, Capps, Davis, and Bessler of Texas A&M University recently evaluated the research and promotion activities funded by the cotton checkoff. A shorter version of the full technical report written by Texas A&M as well as a perspective from David Fraser, Vice President of Communications with the Cotton Board, can also be found in this issue.

As editor of the NICPRE Quarterly, I’m always interested in hearing what our readers would like to see more of in future issues. Is there a topic or issue you feel is missing from the Quarterly? Our staff is always open to feedback and new ideas so call, write, e-mail, or fax us today!