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Is Lamb Promotion Working?

Author

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  • Capps, Oral, Jr.
  • Williams, Gary W.

Abstract

This objective of this study is to determine whether the advertising and promotion dollars collected and spent by the American Lamb Board on lamb promotion since the inception of the Lamb Checkoff Program have effectively increased lamb consumption in the United States. The main conclusion is that program has resulted in roughly 7.6 additional pounds of total lamb consumption per dollar spent on advertising and promotion and $41.59 in additional lamb sales per dollar spent on advertising and promotion.

Suggested Citation

  • Capps, Oral, Jr. & Williams, Gary W., 2007. "Is Lamb Promotion Working?," Reports 90498, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    • Handle: RePEc:ags:tamagr:90498
    DOI: 10.22004/ag.econ.90498
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    File URL: https://ageconsearch.umn.edu/record/90498/files/CM%2001%2007%20Is%20the%20Lamb%20Checkoff%20Working.pdf
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    References listed on IDEAS

    as
    1. Capps, Oral, Jr. & Williams, Gary W., 2006. "Measuring the Effectiveness of Lamb Advertising and Promotion: An Updated Analysis," Reports 90754, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.
    2. Byrne, Patrick J. & Capps, Oral, Jr. & Williams, Gary W., 1993. "U.S. Demand For Lamb: The Other Red Meat," Journal of Food Distribution Research, Food Distribution Research Society, vol. 24(1), pages 1-9, February.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Capps, Oral, Jr. & Williams, Gary W., 2008. "Is the Lamb Promotion Still Working?," Reports 90496, Texas A&M University, Agribusiness, Food, and Consumer Economics Research Center.

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    More about this item

    Keywords

    Livestock Production/Industries; Marketing;

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