Measuring the Effectiveness of Lamb Advertising and Promotion: An Updated Analysis
Oral Capps and
No 90754, Reports from Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center
This report updates a previous tentative analysis of the effectiveness of the Lamb Checkoff Program in shifting out the demand for American lamb. The main conclusion is that program has resulted in roughly 8.4 additional pounds of total lamb consumption per dollar spent on advertising and promotion and $44.60 in additional lamb sales per dollar spent on advertising and promotion.
Keywords: Livestock Production/Industries; Marketing (search for similar items in EconPapers)
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