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Volume 28, Number 2, July 1997 >
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|Title: ||ASSESSING THE EFFECTIVENESS OF MPP AND TEA ADVERTISING AND PROMOTION EFFORTS IN THE JAPANESE MARKET FOR MEATS|
|Authors: ||Comeau, Allison|
Mittelhammer, Ronald C.
Wahl, Thomas I.
|Issue Date: ||1997-07|
|Abstract: ||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.|
|Institution/Association: ||Journal of Food Distribution Research>Volume 28, Number 2, July 1997|
|Total Pages: ||9|
|From Page: ||27|
|To Page: ||35|
|Collections:||Volume 28, Number 2, July 1997|
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