THE IMPACTS OF BRAND AND GENERIC ADVERTISING ON MEAT DEMAND

The effects of meat advertising expenditures on quarterly beef, pork, and poultry demand are estimated using a nonlinear Rotterdam model. Advertising stocks are incorporated into the model as both demand shifters and price and total expenditure scaling factors. Branded beef, pork, and poultry advertising elasticities are each significantly different from zero. Generic beef and pork advertising elasticities are not significantly different from zero. Some cross-advertising elasticities are significantly different from zero. Branded beef and poultry advertising have increased total meat consumption.