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Revisiting Australian Pork Sales Response to Advertising 1985 - 1997

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  • Zhang, Lin
  • Goddard, Ellen W.

Abstract

The pig meat market in Australia is characterized by generic (fresh pork, bacon etc.) advertising. These advertising expenditures are funded from collective levies from pig producers. At the same time, there are extensive brand advertising activities in the pig market. So far, there have been several studies done on the effectiveness of generic pork advertising in Australia up to 1988. However, the previous studies only looked at generic advertising and didn’t account for other media information as brand advertising effects on pork consumption. As well, the previous studies are contradictory about the effects of generic pork advertising. In this study the economic relationships in the consumption of pig meat are examined and the effectiveness of the advertising programs from 1988 to 1997 is evaluated. The two-stage demand system used in this study is made up of a single equation determining Australian aggregate expenditure on meat and an expenditure share system derived from a translog indirect utility function for four meats: pork, ham, bacon and other products. Own generic, brand and cross commodity effects of advertising are included in the analysis.

Suggested Citation

  • Zhang, Lin & Goddard, Ellen W., 1999. "Revisiting Australian Pork Sales Response to Advertising 1985 - 1997," 1999 Conference (43th), January 20-22, 1999, Christchurch, New Zealand 125044, Australian Agricultural and Resource Economics Society.
    • Handle: RePEc:ags:aare99:125044
    DOI: 10.22004/ag.econ.125044
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    References listed on IDEAS

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    1. Nicholas E. Piggott & James A. Chalfant & Julian M. Alston & Garry R. Griffith, 1996. "Demand Response to Advertising in the Australian Meat Industry," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 78(2), pages 268-279.
    2. Christensen, Laurits R. & Manser, Marilyn E., 1977. "Estimating U.S. consumer preferences for meat with a flexible utility function," Journal of Econometrics, Elsevier, vol. 5(1), pages 37-53, January.
    3. Berndt, Ernst R & Darrough, Masako N & Diewert, W E, 1977. "Flexible Functional Forms and Expenditure Distributions: An Application to Canadian Consumer Demand Functions," International Economic Review, Department of Economics, University of Pennsylvania and Osaka University Institute of Social and Economic Research Association, vol. 18(3), pages 651-675, October.
    4. Goddard, Ellen W., 1996. "Generic Advertising in Canada," Technical Reports 243859, Agriculture and Agri-Food Canada.
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    Cited by:

    1. Mounter, Stuart W. & Griffith, Garry R. & Piggott, Roley R. & Mullen, John D., 2005. "The Relative Payoffs From R&D and Generic Advertising Expenditure by the Australian Pig Industry," Working Papers 12943, University of New England, School of Economics.
    2. Mounter, Stuart W. & Griffith, Garry R. & Piggott, Roley R. & Mullen, John D., 2005. "The Payoff from Generic Advertising by the Australian Pig Industry: Further Results Relative to the Payoff from R&D," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 13.
    3. Mounter, Stuart W. & Griffith, Garry R. & Piggott, Roley R., 2004. "The Payoff from Generic Advertising by the Australian Pig Industry in the Presence of Trade," Working Papers 12946, University of New England, School of Economics.
    4. Mounter, Stuart W. & Griffith, Garry R. & Piggott, Roley R., 2005. "The Payoff from Generic Advertising by the Australian Pig Industry in the Presence of Trade," Australasian Agribusiness Review, University of Melbourne, Department of Agriculture and Food Systems, vol. 13.

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    Livestock Production/Industries; Marketing;

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