American Dairy Industry

1). What types of promotional objectives is the American dairy industry attempting to achieve? The obvious answer to this question is that the "Got Milk" campaign is intended to get consumers to think about purchasing milk. The lilk industry re`lized that milk, as a commodity, was often taken for granted. Therefore, the theme of this campaign was to remind consumers that there are desperate times, if one believes this advertising campaign, when only milk will fit the occasion when consumers look into their refrigerator and find they are out of milk. The tie-in is that consumers should buy milk for these occasions. The fact that the milk cannot be stored more than a few days is not lost on milk producers who realize consumers will have to replace the milk they purchase but do not consume regularly.

2). Assess the dairy industry's approach of advertising milk as an indispensable addition to foods that

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