Technical Bulletin No. (TB-1860) 64 pp

December 1997

Evaluation of Fluid Milk and Cheese Advertising, 1984-96

Generic advertising raised fluid milk sales an estimated 1.4 billion pounds, or 5.9 percent, during September 1995-August 1996. Assessments of 15 and 20 cents per hundredweight of milk sold commercially by producers and processors, respectively, provided funds for such advertising, as well as for research and nutrition education for fluid milk and milk products.

Keywords: Dairy, milk, cheese

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