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| Capps, Oral, Jr.; Williams, Gary W.; Dang, Trang. |
| Three key questions regarding lamb promotion are addressed: (1) Have industry efforts to promote lamb shifted out the total demand for lamb? (2) Have any returns to producers achieved been greater than the cost of the promotion? (3) What has been the effect of lamb promotion on the lamb import share? The first question is addressed through an econometric analysis of the U.S. retail demand for lamb which takes into account the effects of lamb advertising and promotion expenditures. The results then are used to calculate a benefit-cost ratio for lamb promotion in answer to the second question. An econometric analysis of the import share of U.S. lamb consumption provides the basis for addressing the third question. Lamb promotion is found to have increased... |
| Tipo: Report |
Palavras-chave: Lamb; Lamb Promotion; Lamb Demand; Demand and Price Analysis; Marketing. |
| Ano: 2010 |
URL: http://purl.umn.edu/90492 |
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| Capps, Oral, Jr.; Williams, Gary W.. |
| This objective of this study is to determine whether the advertising and promotion dollars collected and spent by the American Lamb Board on lamb promotion since the inception of the Lamb Checkoff Program have effectively increased lamb consumption in the United States. The main conclusion is that program has resulted in roughly 7.6 additional pounds of total lamb consumption per dollar spent on advertising and promotion and $41.59 in additional lamb sales per dollar spent on advertising and promotion. |
| Tipo: Report |
Palavras-chave: Lamb; Lamb Promotion; Livestock Production/Industries; Marketing. |
| Ano: 2007 |
URL: http://purl.umn.edu/90498 |
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