Targeted Advertising and Promotion Campaigns_A Case Study of the National Pork Board

Oral Capps

Journal of Agribusiness, vol. 38, issue 01

Abstract: Previous studies in the economic literature dealing with evaluation of the effectiveness of agricultural checkoff programs typically have not centered much attention on impacts in individual cities, regions, countries, or markets. To fill this research void, the distinct contribution of this work is the presentation of a case study of targeted promotion by the National Pork Board that took place in Atlanta, Chicago, Dallas, Denver, Philadelphia, and Sacramento. This campaign, in addition to the national campaign, ran from March 2005 to November 2005. Econometric analysis based on a seemingly unrelated regression (SUR) model revealed that the targeted program was successful in the various cities except for Sacramento, generating average benefit-cost ratios at the retail level ranging from 1.26 to 1 to 4.06 to 1. This case study clearly supports the use of targeted promotion in agricultural checkoff programs to stimulate retail sales of pork for at-home consumption.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:ags:jloagb:307142

DOI: 10.22004/ag.econ.307142

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