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they don't want to PAY for the ads, which could easily come out to much more than 15cents a tree. They wanted the government to subsidize their industry, with them contributing a token portion to the campaign.
ETA: as someone else pointed out, Got Milk IS ran by the government.
How, though, is it a tax if it is the industries idea to pay it. It would be like I approached my neighbor and said "I will pay you 50cents for every dozen eggs if you tell all your friends to buy from me." Is my neighbor charging me anything?? Is it a tax? Or even a fee for that matter?
The ad campaign could easily cost way more than 15cents a tree. There is hiring of a media planner. An ad agency. Multiple media forms (newspaper, magazines, computer, TV, etc) How many slots on each? I assume that they would start running around Halloween or the beginning of Nov? Prime ad time, so the fees are going to be higher.
My sister is a media planner, so I have an idea of how much this costs. Hiring the agency can easily be a couple hundred thousand and that doesn't include any actual commercials, let alone the cost of airtime or print.
The dairy ads work the same way. The lobby approached the government with an offer and the government agreed to do all the work. I wonder if the hidden costs that added up influenced the decision to not do a "got tree" campaign?
Why not just hire their own agency? Oh, because the lobby knows that it would be MUCH more expensive. Another big industry was trying to pull one over on the American people and the government, who STOPPED the waste is still the bad guy.
