OPTIMAL ADVERTISING DECISIONS FOR FARMER AND FOOD PROCESSORS
回顾了适用于食品生产者和加工商的广告决策模型，以液态奶、奶油和英国黄油为例，分析了广告对农民、贸易商和政府的回报，发现结论对理论框架中的关键参数假设敏感。
This paper reviews some advertising decision models that are appropriate for food producers and processors. The returns from advertising to farmers, the trade, and government are examined for the examples of liquid milk, cream and English butter. The analysis demonstrates that any conclusions will be sensitive to different assumptions about key parameters in the theoretical framework used. More generally, prescriptive work in this area may be overly dependent on the use of elasticities and it may be better to develop a model which utilises the response of sales to advertising directly.