GENERIC PROMOTION OF BEEF - MEASURING THE IMPACT OF THE UNITED-STATESBEEF CHECKOFF

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 o f the beef promotion is an essential part of the beef checkoff. A mode l for evaluating the US beef programmes is estimated and the methodolo gy is applicable to other commodity models that include advertising an d promotion expenditures. The beef ana is shows a positive and signifi cant return to the beef industry, with an average of approximately $5 for each $1 invested for the quarters 1987:1 through 1991:2.