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Estimating Dynamic Relationships between Pork Advertising and Revenues

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  • Jeffrey Hyde
  • Kenneth Foster

Abstract

This study provides a long-run analysis of the impacts of brand and generic advertising on pork revenues. The existence of a feedback relationship between pork revenues and pork advertising is investigated. The results suggest that a short-run feedback relationship exists between total pork advertising and revenues, but not for revenues and generic pork advertising. Long-run analysis shows that revenues significantly affect both advertising measures. However, no evidence of feedback relationships was found in the long run. Results shed light on the nature of strategic responses by pork advertisers to changes in advertising by beef and poultry. Specifically, the results provide evidence that pork advertisers are accommodating to beef's changes, but respond competitively to poultry's. Copyright 2003, Oxford University Press.

Suggested Citation

  • 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.
    • Handle: RePEc:oup:revage:v:25:y:2003:i:2:p:279-293
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    File URL: http://hdl.handle.net/10.1111/1467-9353.00139
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    1. Jean Tirole, 1988. "The Theory of Industrial Organization," MIT Press Books, The MIT Press, edition 1, volume 1, number 0262200716, April.
    2. Julian M. Alston & John W. Freebairn & Jennifer S. James, 2001. "Beggar-Thy-Neighbor Advertising: Theory and Application to Generic Commodity Promotion Programs," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(4), pages 888-902.
    3. 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.
    4. 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.
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    Cited by:

    1. Golub, Alla A. & Henderson, Jason R. & Foster, Kenneth A., 2004. "Does Rural Job Growth Lead The Economy Out Of Recession?," 2004 Annual meeting, August 1-4, Denver, CO 20066, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Zhiyan Ma & Guanghua Qiao, 2024. "Can Creating an Agro-Product Regional Public Brand Improve the Ability of Farmers to Sustainably Increase Their Revenue?," Sustainability, MDPI, vol. 16(9), pages 1-22, May.
    3. repec:ebl:ecbull:v:13:y:2007:i:3:p:1-14 is not listed on IDEAS
    4. Gunderson, Michael A. & Lusk, Jayson L. & Norwood, F. Bailey, 2005. "Getting Something From Nothing: An Investigation of Beef Demand Expansion and Substitution in the Presence of Quality Heterogeneity," 2005 Annual meeting, July 24-27, Providence, RI 19465, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    5. Jeffrey Hyde & Brent Gloy, 2007. "Dynamic strategic responses among advertisers: the case of meat products," Economics Bulletin, AccessEcon, vol. 13(3), pages 1-14.

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