An Economic Analysis of Generic Fluid Milk Advertising in Ontario, Quebec, the Maritime Provinces

A component of the Land Grant committee structure to coordinate research in agriculture and related fields, NEC-63 was established in 1985 to foster quality research and dialogue on the economics of commodity promotion. The Institute's mission is to enhance the overall understanding of economic and policy issues associated with commodity promotion programs. An understanding of these issues is crucial to ensuring continued authorization for domestic checkoff programs and to fund export promotion programs. The Institute supports specific research projects and facilitates collaboration among administrators and researchers in government, universities, and commodity promotion organizations. Through its sponsored research and compilations of related research reports, the Institute serves as a centralized source of knowledge and information about commodity promotion economics. • Support, coordinate, and conduct studies to identify key economic relationships and assess the impact of domestic and export commodity promotion programs on farmers, consumers, and the food industry. • Develop and maintain comprehensive databases relating to commodity promotion research and evaluation. • Facilitate the coordination of multi-commodity and multi-country research and evaluation efforts. • Enhance both public and private policy maker's understanding of the economics of commodity promotion programs. • Facilitate the development of new theory and research methodology. It is the Policy of Cornell University actively to support equality of educational and employment opportunity. No person shall be denied admission to any educational program or activity or be denied employment on the basis of any legally prohibited discrimination involving, but not limited to, University is committed to the maintenance of affirmative action programs which will assure the continuation of such equality of opportunity. A An n E Ec co on no om mi ic c A An na al ly ys si is s o of f G Ge en ne er ri ic c F Fl lu ui id d M Mi il lk k A Ad dv ve er rt ti is si in ng g i in n O On nt ta ar ri io o, , Q Qu ue eb be ec c, , a an nd d t th he e M Ma ar ri it ti im me e P Pr ro ov vi in nc ce es s • Generic fluid milk advertising in the Maritime provinces, Quebec and Ontario had a positive and statistically significant impact on fluid milk demand in these regions over the period 1990 to 2004. • Taken together, …