Excerpt from the report: This study is a followup of earlier research on the effect of different levels of promotional expenditures on the sales of fluid milk. The present study differs from the previous one in two important respects t (1) It presents the results of a consumer survey conducted by the American Dairy Association to determine the extent of consumer exposure to the promotion, and (2) it gives a followup analysis of sales during a 1-year period after the experiment to determine more

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... precisely the transitory and permanent aspects of the increase in sales observed during the previous study. This is considered important since it holds significant implications for promotional strategy.