Generic Fluid Milk Advertising, Demand Expansion, and Supply Response: The Case of New York City
用传递函数估计纽约市液态奶需求方程，发现通用广告对消费有显著正向影响，但对供给影响很小，且广告支出可削减35%以达到最优。
Abstract A transfer function was used to estimate the fluid milk demand equation of New York City. The consumption effect of a generic fluid milk advertising program in the city was found to be positive and statistically significant. The resulting higher blend price of milk was found to have a negligible effect on the subsequent supply of milk. Though being successful in generating positive returns on advertising it was found that a 35% reduction in the advertising expenditures would have been optimal in the marginal sense.