CONTENTS

Does Advertising Effectiveness Vary over Time?

Editor’s Notes

Manager’s Viewpoint

Asymmetric Response to Advertising

Director’s Corner

Next Meeting

Editor's Notes

by Una Moneypenny

It’s a pleasure to be on board as the new editor for NICPRE. I've spent the last five years with various departments here at Cornell, and I look forward to spending the next few with CCPRP. I am especially looking forward to meeting and working with all of you.

I think you'll find that this NICPRE Quarterly has much to offer. Development of better advertising strategies is at the center of this issue, with special consideration of the NYC generic milk market providing the basis for both studies.

We've included Chanjin Chung and Harry Kaiser’s time-based study on advertising effectiveness, and Phil Vande Kamp and Harry Kaiser's study on increases, decreases, and pulses in advertising strategy.

American Dairy Association and Dairy Council’s Executive Vice President, Rick Naczi, has supplied us with a very frank Viewpoint that also speaks to the NYC market and its very specific sociological and cultural differences.

Finally, Harry Kaiser has provided a Director’s Corner that includes a report on NICPRE’s current financial status, and a word about the RFP we sent out in January.

I hope you enjoy this issue; as with past issues, comments or ideas for future issues are always welcomed.