Generic Promotion of Beef: Measuring the Impact of the Us Beef Checkoff

Abstract

Generic promotions of commodities are growing in importance. In the US, commodity industry assessments or checkoffs (i.e. a per unit levy or tax) are used to underwrite domestic and international promotions by commodity groups. The US beef checkoff is one of the largest of these new national commodity programmes. Evaluation of the economic impact of the beef promotion is an essential part of the beef checkoff. A model for evaluating the US beef programmes is estimated and the methodology is applicable to other commodity models that include advertising and promotion expenditures. The beef analysis shows a positive and significant return to the beef industry, with an average of approximately $5 for each $1 invested for the quarters 1987:1 through 1991:2.

Consumers' perceptions of stakeholder credibility: who has it and who perceives it

“…For example, it focused on the impact of Protected Denominations of Origin in the EU (Bonnet and Simioni, 2001;Loureiro and McCluskey, 2000;Verbeke and Ward, 2006) and Country-of-Origin Labeling in the US (Loureiro and Umberger, 2005;Lusk et al, 2006;Verbeke and Ward, 2006) on consumers worldwide. Other studies focused on the impact of generic promotion programs (Alston et al, 2001;Brester and Schroeder, 1995;Kinnucan et al, 1997;Ward and Lambert, 1993) funded and implemented by public agencies or by food producers' associations. Common examples of generic promotion or advertising of food products (such as apples), sometimes related to a geographical location (such as Michigan apples), include check-off and dynamic programs (Alston et al, 2001(Alston et al, , 2003Kaiser, 2005).…”

Food scares, advertising, and the demand for meat cuts in Great Britain

“…Relevant empirical evidence suggests that for mature, low cost, and frequently purchased products (e.g. food items) advertising has a rather short carry-over period (Clarke, 1976;Ward & Lambert, 1993;Brester & Schroeder, 1995;Kinnucan et al, 1997). According to Forker & Ward (1993), two types of impulse response patterns are generally seen for most commodity check-off programs, a ''bellshaped'' and a linear decline.…”

Generic Advertising of U.S. Lamb

“…Although the lagged effects of generic advertising have long been understood (see, e.g., Nerlove & Waugh, 1961;Waugh, 1959;Ward & Dixon, 1989;Ward & Lambert, 1993), neither theory nor previous research provides much guidance as to the appropriate structure and length of the dynamic processes involved. Conventionally, researchers have allowed the data to choose the optimal number of lags to include in the specification of a particular advertising stock variable through the use of statistical criteria like the Akaike Information Criterion (AIC), the Schwarz Information Criterion (SIC), or the HannanQuinn Criterion (HQC).…”