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. Ad vertising stocks are incorporated into the model as both demand shifte rs and price and total expenditure scaling factors. Branded beef, pork , and poultry advertising elasticities are each significantly differen t from zero. Generic beef and pork advertising elasticities are not si gnificantly different from zero. Some cross-advertising elasticities a re significantly different from zero. Branded beef and poultry adverti sing have increased total meat consumption.