ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS

An Inverse Almost Ideal Demand System is utilized to determine the effectiveness of Market Promotion Program (MPP) and Target Export Assistance (TEA) advertising and promotion expenditures in the Japanese market for meat. Using annual data, it is found that beef advertising and promotion has had a positive and significant effect on the demand for beef. There is insufficient evidence to conclude that pork and poultry advertising and promotion increased the demand for either commodity.


Subject(s):
Issue Date:
1997-07
Publication Type:
Journal Article
PURL Identifier:
http://purl.umn.edu/27844
Published in:
Journal of Food Distribution Research, Volume 28, Number 2
Page range:
27-35
Total Pages:
9




 Record created 2017-04-01, last modified 2017-08-24

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