The OMMB'S Fluid Milk Advertising

Advertising is a marketing tool used to a significant degree by the Ontario Milk Marketing Board.In this research the effectiveness of the advertising campaign is evaluated using a time-series demand system model of the cold non-alcoholic beverage market in Ontario.The results of the analysis suggest that increasing advertising expenditure on fluid milk would increase fluid milk revenue net of advertising costs to the dairy industry.Fluid milk demand is little affected by advertising of other goods in the market but does affect the demand for other beverages.•