ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS

Allison Comeau, Ron Mittelhammer () and Thomas Wahl

Journal of Food Distribution Research, 1997, vol. 28, issue 2, 9

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.

Keywords: Marketing (search for similar items in EconPapers)
Date: 1997
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlofdr:27844

DOI: 10.22004/ag.econ.27844

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