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Television Advertising and Beef Demand: An Econometric Analysis of “Split-Cable” Household Panel Scanner Data

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  • Helen H. Jensen
  • John R. Schroeter

Abstract

The Beef Promotion and Research Act of 1985 led to significant increases in the generic promotion of beef in the United States. Widely familiar television advertising campaigns, distributed through national television networks, have been among the most visible outgrowths of this vigorous promotional effort. This study reports the results of econometric analysis of fresh beef consumption data for households participating in a controlled, experimental investigation of the television advertising's effects on beef demand. While factors such as price, income and household demographics are shown to be significant determinants of fresh beef purchases, the advertsiing campaigns apparently did not increase, and may even have decreased, the panelists' demand for beef.
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Suggested Citation

  • Helen H. Jensen & John R. Schroeter, 1992. "Television Advertising and Beef Demand: An Econometric Analysis of “Split-Cable” Household Panel Scanner Data," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 40(2), pages 271-294, July.
    • Handle: RePEc:bla:canjag:v:40:y:1992:i:2:p:271-294
    DOI: j.1744-7976.1992.tb03694.x
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    Cited by:

    1. Richards, Timothy J. & Patterson, Paul M., 2003. "A Bilateral Comparison Of Fruit And Vegetable Consumption: U.S And Canada," 2003 Annual meeting, July 27-30, Montreal, Canada 21891, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Craig Depken & David Kamerschen & Arthur Snow, 2002. "Generic Advertising of Intermediate Goods: Theory and Evidence on Free Riding," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 20(3), pages 205-220, May.
    3. Nouhoun Coulibaly & B. Wade Brorsen, 1999. "Explaining the differences between two previous meat generic advertising studies," Agribusiness, John Wiley & Sons, Ltd., vol. 15(4), pages 501-515.
    4. Kosse, Anneke, 2013. "Do newspaper articles on card fraud affect debit card usage?," Journal of Banking & Finance, Elsevier, vol. 37(12), pages 5382-5391.
    5. Jeffrey Hyde & Kenneth Foster, 2003. "Estimating Dynamic Relationships between Pork Advertising and Revenues," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 25(2), pages 279-293.
    6. Freebairn, John W. & Goddard, Ellen W. & Griffith, Garry R., 2005. "When Can a Generic Advertising Program Increase Farmer Returns?," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 13.
    7. Verbeke, Wim & Ward, Ronald W., 2001. "A fresh meat almost ideal demand system incorporating negative TV press and advertising impact," Agricultural Economics, Blackwell, vol. 25(2-3), pages 359-374, September.
    8. Deodhar, Satish Y. & Fletcher, Stanley M., 1998. "Dynamic Effects Of Peanut Butter Advertising On Peanut Butter Demand," Faculty Series 16702, University of Georgia, Department of Agricultural and Applied Economics.
    9. Wim Verbeke & Ronald W. Ward & Jacques Viaene, 2000. "Probit analysis of fresh meat consumption in Belgium: Exploring BSE and television communication impact," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 215-234.
    10. Coulibaly, Nouhoun & Brorsen, B. Wade, 1998. "Resolving The Conflicts Between Previous Meat Generic Advertising Studies," 1998 Annual meeting, August 2-5, Salt Lake City, UT 20897, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).

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