CONTENTS

Measuring Advertising Effectiveness:
Expenditure vs.
Gross Rating Point

Voluntary Funding of Commodity Promotion Research Programs

Editor's Notes

Director’s Corner

Next Meeting

Director's Corner

by Harry M. Kaiser

I would like to take this opportunity to discuss the NICPRE staff in this quarter's newsletter. I am very pleased with the productive staff that we are fortunate enough to have in our program at Cornell.

Our editor, Una Moneypenny, has done a marvelous job in editing the newsletter. Una will be off on maternity leave for a couple of months this summer, and we wish her well. We look forward to her return in the fall.

Dr. Chanjin Chung, who has been a research associate with NICPRE for almost three years now, was recently promoted to associate director of NICPRE. Chanjin is a very hard working and productive scholar who definitely deserves this promotion. Congratulations Chanjin!

Finally, Dr. Phil VandeKamp, who was a research associate with NICPRE for almost two years, resigned his position last February to take a job with Northwest Airlines in the Twin Cities, Minnesota. While Phil was with NICPRE, he completed several excellent economic studies on generic advertising. I wish Phil all the best in his new career in industry.

We are currently interviewing candidates for the vacant research associate position at NICPRE, and will likely have this position filled in the very near future. I would like to thank all the NICPRE staff for their commitment to the program.