marketing activities sponsored by fluid milk processors and dairy farmers have helped mitigate some of this decline. We estimate … that these marketing efforts have had a positive and statistically significant impact on per capita fluid milk consumption …. Specifically, over the 11-year period 1995 through 2005, we estimate that a one-percent increase in generic fluid milk marketing …

the other options producers and processors have for marketing their product (e.g., non-advertising promotion, research …