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The Impacts of Brand and Generic Advertising on Meat Demand

Author

Listed:
  • Gary W. Brester
  • Ted C. Schroeder

Abstract

The effects of meat advertising expenditures on quarterly beef, pork, and poultry demand are estimated using a nonlinear Rotterdam model. Advertising stocks are incorporated into the model as both demand shifters and price and total expenditure scaling factors. Branded beef, pork, and poultry advertising elasticities are each significantly different from zero. Generic beef and pork advertising elasticities are not significantly different from zero. Some cross-advertising elasticities are significantly different from zero. Branded beef and poultry advertising have increased total meat consumption.

Suggested Citation

  • Gary W. Brester & Ted C. Schroeder, 1995. "The Impacts of Brand and Generic Advertising on Meat Demand," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 77(4), pages 969-979.
  • Handle: RePEc:oup:ajagec:v:77:y:1995:i:4:p:969-979.
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    File URL: http://hdl.handle.net/10.2307/1243820
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    Cited by:

    1. 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.
    2. W. H. Furtan & J. Sauer, 2008. "Determinants of Food Industry Performance: Survey Data and Regressions for Denmark," Journal of Agricultural Economics, Wiley Blackwell, vol. 59(3), pages 555-573, September.
    3. Goddard, Ellen W. & Freebairn, John W. & Griffith, Garry R., 2003. "Issues in evaluating generic promotion in the food chain," 2003 Conference (47th), February 12-14, 2003, Fremantle, Australia 57871, Australian Agricultural and Resource Economics Society.
    4. Goddard, Ellen W. & Shank, Benjamin & Panter, Chris & Nilsson, Tomas K.H. & Cash, Sean B., 2007. "Canadian Chicken Industry: Consumer Preferences, Industry Structure and Producer Benefits from Investment in Research and Advertising," Project Report Series 52088, University of Alberta, Department of Resource Economics and Environmental Sociology.
    5. Richard J. Vyn & Getu Hailu, 2015. "Discount Usage and Price Discrimination for Pork Products in Canada," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 63(4), pages 449-474, December.
    6. Craig A. Gallet, 2003. "Advertising and Restrictions in the Cigarette Industry: Evidence of State-by-State Variation," Contemporary Economic Policy, Western Economic Association International, vol. 21(3), pages 338-348, July.
    7. Fengxia Dong & Frank Fuller, 2010. "Dietary Structural Change in China's Cities: Empirical Fact or Urban Legend?," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 58(1), pages 73-91, March.
    8. Okrent, Abigail M. & Alston, Julian M., 2011. "Demand for Food in the United States: A Review of Literature, Evaluation of Previous Estimates, and Presentation of New Estimates of Demand," Monographs, University of California, Davis, Giannini Foundation, number 251908.
    9. Gvillo, Rejeana & Capps, Oral, Jr. & Dharmasena, Senarath, 2014. "Dynamics of Advertising and Demand for Fluid Milk in the United States: An Incomplete Demand Approach," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170265, Agricultural and Applied Economics Association.
    10. repec:wly:hlthec:v:26:y:2017:i:9:p:1146-1161 is not listed on IDEAS
    11. Lisa Oberlander & Anne‐Célia Disdier & Fabrice Etilé, 2017. "Globalisation and national trends in nutrition and health: A grouped fixed‐effects approach to intercountry heterogeneity," Health Economics, John Wiley & Sons, Ltd., vol. 26(9), pages 1146-1161, September.
    12. John M. Crespi, 2003. "The Generic Advertising Controversy: How Did We Get Here and Where Are We Going?," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 294-315.
    13. repec:eee:jfpoli:v:69:y:2017:i:c:p:145-153 is not listed on IDEAS
    14. H. W. Kinnucan, 1996. "A Note On Measuring Returns To Generic Advertising In Interrelated Markets," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1-4), pages 261-267.
    15. repec:eee:ijrema:v:25:y:2008:i:4:p:310-318 is not listed on IDEAS
    16. Walters, Lurleen M. & Jones, Keithly G., 2016. "Caribbean Food Import Demand: An Application of the CBS Differential Demand System," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), July.

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