تبلیغات عمومی عمدتاً با هدف ایجاد تقاضا (معرفی) و ارتقاء مصرف، بدون نام‌بردن از یک نشان تجاری خاص صورت می‌گیرد. در زمانی که کالای هدف، از کالاهای اساسی در مصرف باشد، علاوه بر بنگاه‌ها، دولت‌ها نیز اقدام به انجام تبلیغات عمومی برای ارتقاء مصرف می‌کنند. یکی از کالاهای اساسی که در رشد و حفظ سلامتی مؤثر است، شیر و فرآورده‌های آن می‌باشد. بنابراین، ایجاد بسترهای لازم در خصوص تبلیغات عمومی، می‌تواند برای دولت‌ها و بنگاه‌ها سودآور باشد. پرسش اصلی تحقیق این است که مقدار بهینه اقتصادی بودجه تبلیغات عمومی (سرمایه‌گذاری در تبلیغات) چه میزان است و روش تخصیص بودجه تبلیغات چگونه بایستی باشد. بنابراین، در این مطالعه با استفاده از اطلاعات کتابخانه‌ای و سایر مطالعات علاوه بر تعیین بودجه بهینه تبلیغات عمومی شیر، به بررسی روش تخصیص جمعی، بهاء ثابت، بهاء سهمی، با یارانه دولت در دو حالت اقتصاد باز و بسته پرداخته می‌شود. نتایج نشان می‌دهد شاخص شدت تبلیغات بهینه در اقتصاد بسته در روش سرمایه‌گذاری جمعی، حدود 42/19 درصد، در روش بهاء ثابت و سهمی حدود 91/30 درصد، در روش بهاء ثابت با یارانه دولت، 30/54 درصد و در اقتصاد باز در روش سرمایه‌گذاری جمعی 74/10 درصد و در روش سرمایه‌گذاری بهاء ثابت 19/20 درصد از فروش می‌باشد. آنچه در این نتایج مشاهده می‌شود علاوه بر اینکه روش سرمایه‌گذاری بر سطح بهینه شاخص شدت تبلیغات اثرگذار است، سطح مبادلات بین‌المللی کشور نیز بر این شاخص مؤثر می‌باشد.
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