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Is Lamb Promotion Working?

Author

Listed:
  • Capps, Oral, Jr.
  • Williams, Gary W.

Abstract

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.

Suggested Citation

  • Capps, Oral, Jr. & Williams, Gary W., 2007. "Is Lamb Promotion Working?," Reports 90498, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
  • Handle: RePEc:ags:tamagr:90498
    DOI: 10.22004/ag.econ.90498
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    File URL: https://ageconsearch.umn.edu/record/90498/files/CM%2001%2007%20Is%20the%20Lamb%20Checkoff%20Working.pdf
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    References listed on IDEAS

    as
    1. Capps, Oral, Jr. & Williams, Gary W., 2006. "Measuring the Effectiveness of Lamb Advertising and Promotion: An Updated Analysis," Reports 90754, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    2. Byrne, Patrick J. & Capps, Oral, Jr. & Williams, Gary W., 1993. "U.S. Demand For Lamb: The Other Red Meat," Journal of Food Distribution Research, Food Distribution Research Society, vol. 24(1), pages 1-9, February.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Capps, Oral, Jr. & Williams, Gary W., 2008. "Is the Lamb Promotion Still Working?," Reports 90496, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.

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    1. Ghosh, Somali & Williams, Gary W., 2015. "Returns to Stakeholders from the American Lamb Checkoff Program: A Supply Chain Analysis," 2015 AAEA & WAEA Joint Annual Meeting, July 26-28, San Francisco, California 205413, Agricultural and Applied Economics Association.
    2. Capps, Oral, Jr. & Williams, Gary W. & Dang, Trang, 2010. "Effects of Lamb Promotion on Lamb Demand and Imports," Reports 90492, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    3. Jones, Keithly G. & Hahn, William F. & Davis, Christopher G., 2003. "Demand for U.S. Lamb and Mutton: A Two Stage Differential Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 22122, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

    More about this item

    Keywords

    Livestock Production/Industries; Marketing;

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