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Assessing The Effectiveness Of Mpp And Tea Advertising And Promotion Efforts In The Japanese Market For Meats

Author

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  • Comeau, Allison
  • Mittelhammer, Ronald C.
  • Wahl, Thomas I.

Abstract

An Inverse Almost Ideal Demand System is utilized to determine the effectiveness of Market Promotion Program (MPP) and Target Export Assistance (TEA) advertising and promotion expenditures in the Japanese market for meat. Using annual data, it is found that beef advertising and promotion has had a positive and significant effect on the demand for beef. There is insufficient evidence to conclude that pork and poultry advertising and promotion increased the demand for either commodity.

Suggested Citation

  • Comeau, Allison & Mittelhammer, Ronald C. & Wahl, Thomas I., 1997. "Assessing The Effectiveness Of Mpp And Tea Advertising And Promotion Efforts In The Japanese Market For Meats," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(2), pages 1-9, July.
    • Handle: RePEc:ags:jlofdr:27844
    DOI: 10.22004/ag.econ.27844
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    References listed on IDEAS

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    1. Moschini, GianCarlo & Vissa, Anuradha, 1992. "A Linear Inverse Demand System," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 17(2), pages 1-9, December.
    2. Deaton, Angus S & Muellbauer, John, 1980. "An Almost Ideal Demand System," American Economic Review, American Economic Association, vol. 70(3), pages 312-326, June.
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    Citations

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    Cited by:

    1. Onunkwo, Izuchukwu M. & Epperson, James E., 1999. "Export Demand For U.S. Pecans: Impacts Of U.S. Export Promotion," 1999 Annual meeting, August 8-11, Nashville, TN 21686, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Paudel, Laxmi & Adhikari, Murali & Houston, Jack E. & Kinnucan, Henry W., 2003. "Non-Price Promotion Impacts On Cotton And Soybeans Exports Under Exchange Rate Linked Subsidies," 2003 Annual meeting, July 27-30, Montreal, Canada 21957, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Peterson, Hikaru Hanawa & Chen, Yun-Ju (Kelly), 2003. "The Impact Of Bse On Japanese Retail Beef Market," 2003 Annual Meeting, February 1-5, 2003, Mobile, Alabama 35233, Southern Agricultural Economics Association.
    4. Saghaian, Sayed H. & Reed, Michael R., 2007. "Consumer Reaction to Beef Safety Scares," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 10(1), pages 1-19.
    5. Laxmi Paudel & Murali Adhikari & Jack E. Houston & Henry W. Kinnucan, 2004. "Assessing the efficiency of exchange rate-linked subsidies (ERLS) for non-price export promotion: The case of cotton," Agribusiness, John Wiley & Sons, Ltd., vol. 20(4), pages 481-493.
    6. Onunkwo, Izuchukwu M. & Epperson, James E., 2001. "Export Demand For U.S. Almonds: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(1), pages 1-12, March.
    7. Yeboah, Godfred & Maynard, Leigh J., 2004. "The Impact Of Bse, Fmd, And U.S. Export Promotion Expenditures On Japanese Meat Demand," 2004 Annual meeting, August 1-4, Denver, CO 19978, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    8. Catherine A. Durham & Esteban Vega-Hidalgo, 2006. "Technical assistance and trade servicing to increase overseas demand for grass seed," Agribusiness, John Wiley & Sons, Ltd., vol. 22(2), pages 281-295.
    9. Richards, Timothy J. & Patterson, Paul M., 1998. "Dynamic Complementarity In Export Promotion: The Market Access Program In Fruits And Vegetables," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 23(2), pages 1-19, December.
    10. Paudel, Laxmi & Adhikari, Murali & Houston, Jack E. & Kinnucan, Henry W., 2002. "Assessing The Efficiency Of Exchange Rate-Linked Subsidies For Non-Price Export Promotion: The Case Of Cotton," Faculty Series 16658, University of Georgia, Department of Agricultural and Applied Economics.
    11. J. A. L. Cranfield, 2003. "Optimal Collective Investment in Generic Advertising, Export Market Promotion and Cost-of-Production-Reducing Research," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 51(3), pages 299-321, November.
    12. Pimbucha Rusmevichientong & Harry M. Kaiser, 2009. "Measuring the effectiveness of U.S. rice export promotion programs," Agribusiness, John Wiley & Sons, Ltd., vol. 25(2), pages 215-230.
    13. I.M. Onunkwo & J.E. Epperson, 2000. "Export demand for U.S. pecans: Impacts of U.S. export promotion programs," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 253-265.
    14. Onunkwo, Izuchukwu M. & Epperson, James E., 2000. "Export Demand For U.S. Walnuts: Impacts Of U.S. Export Promotion Programs," Journal of Food Distribution Research, Food Distribution Research Society, vol. 31(3), pages 1-7, November.

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