농업경제연구

Korean Agricultural Economics Association

제목 농업부문 공익광고의 경제성 분석-낙농자조금 공익광고의 우유소비확대 효과를 중심으로-
저자 유도일, 김관수
발행정보 46권 4호 (2005년 12월) 페이지 67~88
초록 The purpose of this study is to evaluate the economic impacts of generic advertisement in an agricultural sector. In particular, we pay attention to the effects of dairy checkoff program on dairy markets in Korea. In 2003, 87.7% of dairy checkoff found was used for generic fluid milk advertising. This paper examines the impacts of generic milk advertising expenditures on fluid milk sales by estimating advertising response elasticities of both generic and brand advertisement. The results indicated that generic milk advertising had a positive impact on milk sales. In addition, the model was simulated to estimate the impact of generic milk advertising on milk consumption from 2002~2003. An estimated benefit-cost ratio in 2003 was 23.7 indicating that every won invested into dairy checkoff returned \23.7 back in terms of revenue to dairy farmers.
논문파일 농업경제연구-2005(46권제4호)-04.pdf